集群营销的竞争优势和机理分析-管理科学与工程专业论文.docxVIP

西南科技大学硕士研究生学位论文 西南科技大学硕士研究生学位论文 第l页 摘 要 产业集群带来的经济推动力日益显著，产业集群的发展受到政府和学者 更多的关注。经济全球化使产业集群面临更大的挑战，如何在越来越激烈的 竞争中全面提升竞争力，是二十一世纪产业集群发展面临的重要课题与挑 战。 集群营销有助于产业集群内的企业整合营销资源，提高产业集群的竞争 优势。专业市场为集群内的企业提供共享的销售平台。营销联合体通过开展 联合采购、联合销售、共创品牌、联合市场推广和开发等合作营销活动，实 现集群企业营销资源效益最大化目标。“龙头’’企业为集群内企业提供销售 网络，组织生产销售。本文通过分析这些典型的产业集群的营销案例，对产 业集群的营销行为进行归纳总结，尝试性的给出集群营销的定义。集群营销 从营销的角度讨论产业集群，将营销理论应用拓展到产业集群：将产业集群 看作营销主体，对市场营销理论来说有一定的创新意义。本文对政府在指导 和辅助集群发展方面也具有一定的参考价值。 关键词：集群营销 产业集群 竞争优势 专业市场 西南科技大学硕士研究生学位论文 西南科技大学硕士研究生学位论文 第ll页 Abstract Industrial cluster have positive effect on economy．Nowadays the government and scholars pay more attention on industrial cluster．Economic globalization has made the industrial cluster to face greater challenges．How to improve the competitiveness of the enterprise in the intense competitive environment become topics and challenges for industrial cluster in the twenty-first century． Cluster marketing contributes to the enterprise of cluster to integrate marketing resource and to improve the competitive advantage of cluster． Specialized market provides the sales platform for the enterprise of cluster． Co-marketing platform achieve the goal of maximizing economic benefits of marketing resource of cluster through joint purchasing，joint marketing，brand building，joint market development，etc．”Dragon head”enterprises provide the sales network for enterprise of cluster and organize production and sales．The thesis tries to make the concept of cluster marketing by analyzing and summing up the typical marketing of the industrial clusters．Cluster marketing research on cluster from the marketing perspective of industry clusters，making the marketing theory extended to industrial clusters；taking industrial cluster as the main of marketing，which can be regarded as the innovation of marketing． Furthermore，the thesis also assists the government to guide the development of industrial cluster． Key words：cluster marketing；industrial cluster；competitive advantage； specialized market 独创性