基于供应链的合作营销策略研究.docVIP

基于供应链的合作营销策略研究 摘要: 如今市场需求瞬息万变，周围竞争者虎视眈眈，企业资源有限，要在这样的情境中立于不败之地，企业必须顺应时代潮流，取长补短，保持核心竞争力，寻求强强联盟的效应。合作营销策略的产生就是市场发展和企业自身为了提高市场竞争力的客观需要。现阶段，学者对企业在市场营销领略的研究卓有成效，但对在供应链上的企业合作问题的研究却很少。文章从供应链及合作营销的概念出发，分析了我国在供应链下的企业合作营销的现状，具体论述了具有供需关系的企业合作营销的策略，也就是核心企业分别与供应商和分销商的合作策略，通过引用沃尔玛与宝洁的案例，进一步说明了在供应链中的合作营销会给企业带来巨大的收益，也为企业间的合作提供了借鉴。 关键词：供应链；合作营销；营销策略9242 Marketing Strategy of Cooperation Based on Supply Chain Abstract:Today, the rapidly changing market demands, surrounded competitors eyeing limited corporate resources, to remain invincible in such situations, companies must adapt to the times, learn from each other, keeping the core competitiveness, seeking strong alliances in effect. Generating co-marketing strategy is to develop and market their own in order to improve the market competitiveness of the objective needs. At this stage, scholars in the study of marketing companies enjoy fruitful, but the companies in the supply chain cooperation studies are few. Articles from the concept of supply chain and co-marketing, analyzes the current situation of our co-marketing companies in the supply chain, specifically discusses the business strategy of co-marketing with supply and demand, which is the core business were with suppliers and distributors cooperation strategy, Wal-Mart and Procter amp; Gamble by reference case further illustrates the supply chain co-marketing companies will bring great benefits, but also for the cooperation between enterprises to provide a reference. 如今在资源逐渐减少、客户需求日新月异，竞争不断加剧的大环境下，生产企业只有在供应链运作体系下，加强与供应商、分销商的合作才能更好的满足顾客需求、降低交易成本、实现最大利润。 一、供应链及合作营销概述 （一）供应链 1.供应链的概念 供应链是围绕核心企业，通过对物流、信息流、资金流的控制，从采购原材料开始，制成中间产品以及最终产品，最后由销售网络把产品送到消费者手中的将供应商、制造商、分销商、零售商、直到最终用户连成一个整体的功能网链结构模式。它包含所有加盟的节点企业，从原材料的供应开始，经过链中不同企业的制造加工、组装、分销等过程直到最终用户。它不仅是一条联接供应商到用户的物料链、信息链、资金链，而且是一条增值链，物料在供应链上因加工、包装、运输等过程而增加其价值，给相关企业都带来收益。 供应链的概念是从扩大的生产概念发展来的，它将企业的生产活动进行了前伸和后延。譬如，日本丰田公司的精益协作方式中就将供应商的活动视为生产活动的有机组成部分而加以控制和协调。这就是向前延伸。后延是指将生产活动延伸至产品的销售和服务阶段。因此，供应链就是通过计划、获得、存储、分销、服务等这样一些活动而在顾客和供应商之间形成从而