社会网络对集群企业合作营销影响研究——基于我国传统产业集群调查.pdf

这四个方面均对企业合作营销产生影响,但其影响程度有所不同。其中网络位置中心度主要对区域品牌、生产与产品方面的合作有显著正向影响;网络规模主要对渠道和促销方面的合作有显著正向影响。网络关系强度和网络关系持久度对集群企业在区域品牌、生产与产品、促销及渠道等方面的合作均有显著正向影响;经过理论和实证研究,本文为集群企业社会网络的构建提出了针对性的建议,以期更好的提升集群企业间合作营销满意度。关键诃:产业集群;社会网络;合作营销 Abstract Along witllthedevelopment ofeconomic globalization,petition mode between singleenterprises isreplaced by petitive model ofthe whole industrial chainbetweenenterprise groups gradually,which forms anew situation based on cooperation petition,anizational form ofindustrialcluster which ischaracterized by regional clustering andprofessional division oflabor production has alargeradvantage,which alsohasthe characteristics ofsynergism and collective usually has acomplete industrialchain,intemalsystem ofcollaboration,shareable technology innovation,environment munication,mon culture regulation and related supporting agencies, which make the cluster enterprisesCO-marketing activitiescarry out,and which is good for the clusterenterprises to e their own defects of resources shortage,single product,poor marketing ability,and good for improving the marketing efficiency ofclusterenterprise,avoiding low-level petition,and putting more resources andenergy intomarketsexpanding and the petitiveness cultivating,SO thattheself-owned brand ofcluster can be cultivated,theindependent innovation ability can beenhanced,and theentirecluster Canbe ismore applied toresearch ofeconomic andmanagement theory,the work is anic system formed by anizations incluster,which links togethergovernment departments,industry anizations closely toform development ofclusterenterprise needs tobe done inanopen environment,to cooperate with theaidoftheextemal resources through work willhelp to promote enterprise’Smarketing thedifferent location enterprise in workand therelationship intensity willaffectthe cooperation between enterprises,SO the workenvironment ofcluster enterprise needs to beimproved tomake itbeneficial to c