我国企业合作竞争营销战略模式的形成
The formation of cooperation-competition marketing pattern of enterprise in our country
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摘要: 我国企业对竞争与合作营销战略模式有一个认识过程。一开始,企业只是单纯地、孤立地进行竞争,没有对合作的经济意义予以关注;当企业认识到合作的重要性并在实践中予以积极运用时,却不注意合作的条件性,搞错了方向,大量的"拉郎配"式的强弱联合、弱弱联合是以失败而告终。作者认为,在当今世界企业合作过程中,强强联合才是大势所趋,企业之间强强联合要真正取得成功,必须要实行无缝营销管理,这是强强联合的通用模式。Abstract: In China the recognition of the management strategy mode of the competition and cooperation between enterprises has undergone a long experience. At first, enterprises only put much emphasis on competition, and did not pay attention to the economical significance of cooperation; when the enterprises finally realized the importance of cooperation and began to employ it actively in practices, they often neglected the condition of cooperation, and chose a wrong direction, thus the improper unions between th...
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