The Study Of Co-Marketing Platform For The Small And Medium-Sized Enterprise

The study on co-marketing behavior of small and medium-sized enterprise has became hot spots in marketing research area, along with the cooperation between the small and medium-sized enterprise more and more widespread in recent years. But neither domestic scholars nor foreign ones have yet formed mature theory system to study the cooperation behaviors between small and medium-sized enterprises, most of their study embarks from macroscopic stratification plane, while lacks of theory views which studies from microscopic stratification plane and concrete with the development reality of the enterprise. Based on the development reality of Zhejiang small and medium-sized enterprise, take the cooperation and competition theory, the co-marketing theory, as well as marketing channel theory as its literature basis, using method which conclude theory deduction and real demonstration, this paper mainly studies setting-up reasons, feasibilities, cooperation mechanism, and management of co-marketing platform for small and medium-sized enterprise——which is cooperation marketing pattern innovation. According to the actual development for small and medium-sized enterprise, this paper also gave out countermeasure and suggestion for setting up and operating the co-marketing platform for small and medium-sized enterprise in ZHEJING.This paper is mainly divided into 5 chapters, first chapter elaborates the background and significance of the topic selecting, summarizes existing studies of the cooperation marketing behavior between the small and medium-sized enterprise, Second chapter is mainly for correlation theory, such as cooperation and competition theory, co-marketing theory, and marketing channel theory. The third chapter studies setting-up reasons, feasibilities, cooperation mechanism, and management of co-marketing platform for small and medium-sized enterprise, bases on the development reality of Zhejiang small and medium-sized enterprise. The primary of fourth chapter is studying factors that affect successful operation of the co-marketing platform for small and medium-sized enterprise from inside and outside of organization, and studies management of the marketing platform, for example, how to choose right member enterprise for the platform, and the conflicts between the member enterprises. Then do demonstration research in Fifth chapter, using the real case in which co-marketing platform in Emilia-Romagna, Italy, and also which unified by small and medium-sized power-coupling produced enterprise in CIXI, ZHEJIANG province.