The Competitive Advantage Research Of Co-marketing

Accompanying to economic globalization and competition world-widing since 1980's, in order to adapting market demands better, the marketing ideology and method of enterprise changing continuously. Co-marketing is one of the new marketing methods in the background of economic globalization and knowledge economic. It breaks the traditional compete antagonism of"market named battlefield, flout you dead if I lively". The cooperation about the information resources, the 4P resources, good public relationships between the suppliers, retailers, customers, government and the enterprise ,market management ability, culture and so on, the enterprises can gain the advantage resources out of itself, optimize its value chain, so maintain the competitive advantage or create new advantage source effectively ,better for participate in competition.The article is on the comprehensive understanding of co-marketing theory, using Michael E. Peter's competition position theory and enterprise competence view ( resource-based view, core competence view, knowledge-based view )analyze the competitive advantage and continuous competitive advantage create by co-marketing. On the analyze of competition position theory, co-marketing can bring low-cost competitive advantage and differentiation advantage. On the analyze of enterprise ability theory, co-marketing can integrate resources effectively, develop enterprise core capability, gain the capability of continuous innovation, these abilities are the fundamental of guarantee enterprises' sustainable competitive advantage.Besides, this paper puts forward same individual suggestions for promote co-marketing competitive advantage from two aspects which are the consummation of enterprise's external environment and the promotion of enterprise's ability. They include the consummation of enterprise's external environment, for co-marketing development create feasible foundation; Innovation enterprise's marketing idea, constructs the enterprise's initiative consciousness about cooperation; Construction cooperation ability, create the conditions for its success and long term development. According to reveal the co-marketing competitive advantage, build a new marketing pattern in the new economic position which is fitting for our enterprise improves competition capability and participates in the international competition.