【作者】 廖灵芝；

【导师】 任天飞；

【作者基本信息】 湘潭大学 ， 产业经济学， 2007， 硕士

【摘要】 20世纪80年代以来,伴随着经济全球化和竞争世界化,为更好的适应市场要求,企业营销思想和营销手段不断推陈出新。其中合作营销就是经济全球化和知识经济时代背景下企业新的营销方式之一。这种营销方式打破“商场即战场,不是你死就是我活”的传统对抗性竞争理念,通过信息资源、4P资源、企业与供应商、分销商、顾客、政府的良好公共关系、企业营销管理能力、企业文化等企业营销资源的合作,获得企业外优势资源,优化企业价值链系统,从而有效维持企业竞争优势或为企业创造新的竞争优势之源,以更好的参与竞争。本文在对合作营销理论全面理解的基础上,运用迈克尔·波特教授的竞争战略理论以及企业能力理论(企业资源基础论、企业核心能力论、企业知识基础论)全面分析合作营销所创造的竞争优势和持续竞争优势。以竞争战略理论作为依据分析,实施合作营销能带来低成本竞争优势和差异化竞争优势。以企业能力理论作为依据分析,实施合作营销能够有效整合资源、提升企业核心能力、获得持续创新能力,这些能力是企业保证持续竞争优势的根本。此外,本文从完善企业外部环境和提升企业实施合作营销的能力两大方面提出了一些培育合作营销竞争优势的推动措施,具体包括完善企业外部环境,为合作营销的推广创造可行性基础;创新企业营销理念,构筑实施合作营销的主动意识;培育合作能力,创造合作营销成功及获得长远发展的条件三大方面的对策。本文力图通过对合作营销竞争优势的揭示,建设适合我国企业在新的经济形势下,提高企业竞争力,参与国际竞争的新型营销模式。更多还原

【Abstract】 Accompanying to economic globalization and competition world-widing since 1980’s, in order to adapting market demands better, the marketing ideology and method of enterprise changing continuously. Co-marketing is one of the new marketing methods in the background of economic globalization and knowledge economic. It breaks the traditional compete antagonism of“market named battlefield, flout you dead if I lively”. The cooperation about the information resources, the 4P resources, good public relationships between the suppliers, retailers, customers, government and the enterprise ,market management ability, culture and so on, the enterprises can gain the advantage resources out of itself, optimize its value chain, so maintain the competitive advantage or create new advantage source effectively ,better for participate in competition.The article is on the comprehensive understanding of co-marketing theory, using Michael E. Peter’s competition position theory and enterprise competence view ( resource-based view, core competence view, knowledge-based view )analyze the competitive advantage and continuous competitive advantage create by co-marketing. On the analyze of competition position theory, co-marketing can bring low-cost competitive advantage and differentiation advantage. On the analyze of enterprise ability theory, co-marketing can integrate resources effectively, develop enterprise core capability, gain the capability of continuous innovation, these abilities are the fundamental of guarantee enterprises’ sustainable competitive advantage.Besides, this paper puts forward same individual suggestions for promote co-marketing competitive advantage from two aspects which are the consummation of enterprise’s external environment and the promotion of enterprise’s ability. They include the consummation of enterprise’s external environment, for co-marketing development create feasible foundation; Innovation enterprise’s marketing idea, constructs the enterprise’s initiative consciousness about cooperation; Construction cooperation ability, create the conditions for its success and long term development. According to reveal the co-marketing competitive advantage, build a new marketing pattern in the new economic position which is fitting for our enterprise improves competition capability and participates in the international competition.更多还原