何谓共生营销?美国管理学专家阿德勒指出:“通过两个或更多个相互独立的企业在资源或项目上的合作,达到增强市场竞争能力的目的。”共生营销的兴起与当今市场激烈竞争和科技飞速发展有密切关系。一方面由于世界经济一体化的发展,企业将处于全球范围复杂多变的国际环境中。面对众多水平更高、实力更强的对手,任何一个企业不可能在所有方面都处于优势。另一方面,随着科技的不断发展,新产品与多种科学技术结合趋势不断扩大,开发新一代产品的费用即使是大公司也无法承受的。在这种形势下,具有优势互补关系的企业便纷纷联合起来,实施共生营销战略,集中各种企业的优势,共同进行新产品开发,共享人才和设备等资源,共同提供服 What is symbiotic marketing? Adler, a U.S. management expert, points out that “the goal of enhancing market competitiveness is achieved through the cooperation of two or more independent enterprises on resources or projects.” "The rise of symbiotic marketing and today's The fierce market competition and the rapid development of science and technology are closely related. On the one hand, due to the development of world economic integration, enterprises will be in a complex and volatile international environment in the world. In the face of many higher level, more powerful opponents, any one business can not have advantages in all aspects. On the other hand, with the continuous development of science and technology, the trend of combining new products with many kinds of science and technology is constantly expanding. The cost of developing a new generation of products can not be sustained even by large companies. In this situation, enterprises with advantages and complementary relationships will unite in succession to implement a symbiotic marketing strategy, focus on the advantages of various enterprises, jointly develop new products, share resources such as personnel and equipment, and jointly provide services