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A Study on the Influencing Factors of Cooperative Marketing for Zheshang: Based on Industrial Clusters |
ZHAO Hao-xing ZHANG Xin-guo |
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Abstract Most firms operated by Zheshang today are small-sized firms based on industrial clusters. Due to the limited size and strength, a single firm is unable to promote its competitiveness in the global competition. Therefore, it is necessary for the firms within clusters operated by Zheshang to integrate both internal and external resources to make cooperative marketing. Based on the research on theories and empirical studies, this paper analyzes the inside and outside factors influencing cooperative marketing decisions for Zheshang under the setting of industrial clusters, and hopes to obtain a few conclusions about how to develop cooperative marketing.
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Received: 04 November 2009
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Corresponding Authors:
ZHAO Hao-xing
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