浙江永康五金行业合作营销模式研究毕业论文.doc

毕业论文 （20_ _届） 浙江永康五金行业合作营销模式研究 摘 要 浙江永康五金行业是有名的五金之都，永康市五金产业有悠久的历史，自宋朝开始就有“五金工匠走四方，府府县县不离康”的美誉。五金生产企业和从业人员的数量之多、五金产品的种类之广均居国内前列。虽然永康五金产业取得了长足的发展，但存在企业营销效率低；单个企业规模小、势力弱；产业集群需要升级、恶性竞争等问题，这也是永康五金产业集群面临的时代考验。大多数永康五金企业经历了多年的发展后，虽然积累了一定的资本，但随着市场的日益成熟与竞争的不断加剧，企业必须寻求新的经营模式才能立足于市场。 本文通过对合作营销的了解，实际调查和系统的分析永康五金行业，研究永康五金行业营销现状及问题，并结合基于全球价值链的永康五金产业集群的战略升级，提出适合五金产业未来发展的方向和企业合作的营销模式。 关键词：合作营销；永康五金行业；产业集群Abstract Yongkang, Zhejiang Province, is a famous city of hardware, yongkang hardware industry has a long history, since song dynasty it began to have the reputation that hardware craftsman go toward all the winds, all mansions and counties are not far away from Wellness .The number of hardware production enterprises ,staffs and hardware product categories is widely in the forefront .Although Yongkang hardware industry has developed rapidly, there are still a lot of problems: low marketing efficiency ; single enterprise in small scale, forces weak；Industrial clusters need to upgrade, malignant competition and so on, this is also a era test ,to which Yongkang hardware industrial clusters are facing. Most Yongkang hardware enterprises, after years of development, although accumulated a certain amount of capital, as the market is becoming more mature and the increase of market Competition, the enterprise must seek new business models in order to have a place on the market. Through understanding of cooperative marketing, actual investigation and systematic analysis of Yongkang hardware industry, the situation and problems of Yongkang hardware industry marketing in this article are studied. Combining with strategy upgrade of Yongkang hardware industry cluster, based on the global value chain, this paper proposes some hardware industrys future development direction and enterprise cooperation marketing mode. Keywords: cooperative marketing; Yongkang hardware industry, Industrial cluster目 录 1 引言 1 1.1 研究的背景 1 1.2 研究的意义 1 2 合作营销相关理论综述 3 2.1 合作营销的概念 3 2.2合作营销的国内外相关研究 3 2.2.1 国外学者对合作营销