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当今时代是营销迅速发展的时代,新的营销理论、营销观念、营销战略不断涌现。随着世界企业兼并风潮的兴起,在欧美又开始流行一种新的营销战略——共生营销,并已在实践中显示了强大的生命力,在我国共生营销也随之而悄然兴起。 何谓共生营销?不同的学者对其定义不同,但比较有代表性的是美国管理学专家阿德勒提出的定义:“通过两个或更多个相互独立的企业组织在资源或项目上的合作,达到增强市场竞争能力的目的。”例如,1981年美国运通公司和
Today’s era is the era of rapid development of marketing. New marketing theories, marketing concepts, and marketing strategies are emerging. With the rise of the world’s corporate mergers and acquisitions, in Europe and the United States began to popularize a new marketing strategy - symbiotic marketing, and has shown a strong vitality in practice, symbiotic marketing in our country will also quietly rise. What is symbiotic marketing? Different scholars define it differently, but more representative is the definition proposed by the American management expert Adler: “Cooperation between resources or projects through two or more independent enterprise organizations To achieve the goal of enhancing the competitiveness of the market.” For example, American Express and