The Study Of Maketing Pattern Of Small-And-Mindlle-Sized Enterprise Cluster

Small-and-middle-sized enterprise clusters have positive effect on economy. Nowadays, the academic researches on clusters are being concerned with more and more fields. The existent theories of cluster pay attention to the competence advantage and forming mechanism, etc. of clusters. From the research, cooperation is the reason of the competence of clusters. But the researches have not referred to functional management of enterprises in cluster. From practical circs of Zhejiang province, the plight of clusters is local brand, network of sales, etc., so, researches on marketing pattern have both theoretical and applied meaning. Besides, the theory of co-marketing behavior gives theoretical supports to this research.Based on this thought, this thesis firstly analyzes the competition, cooperation and pattern of marketing, then it analyzes the orient of marketing in cluster through game theory and social economic networks, and attains the conclusion that marketing in cluster is cooperation-oriented. Secondly, the article analyzes the embodiment of marketing pattern. And from the point of view of practice, this thesis researches the co-placing pattern, co-brand pattern, co-promotion pattern, co-innovation pattern. Finally, in the end of these contents, the author points out the importance of each pattern, and the problems that small-and middle-sized enterprise clusters are facing and the solutions to them.