Studies On Modes And Construction Of Industrial Cluster Marketing Channels In China

Industrial cluster is the crucial competitiveness for small and medium enterprises in our country, while the value of the business and products is finally realized depending on marketing channels. Marketing channels have direct effects on the sustainable development of clusters. However, at present, the development of China's industrial cluster marketing channels is at the stage of interim transaction without long-term strategies. Therefore, study on modes and construction of industrial cluster marketing channels is of great significance.With the main line of marketing channel decision-making and the starting point of reviewing relevant literatures, this paper, based on contents and characteristics of industry cluster marketing channels, proposed the main stakeholders of industrial cluster marketing channels, and analyzed their motivation and restraint mechanisms; compared typical modes of industrial cluster marketing channels, and analyzed different mode selections depending on industrial characteristics; studied the development situation and existing problems of industrial cluster marketing channels, and discovered that due to the lack of long-term cooperation awareness and the existence of "free-rider" thoughts, channel members were reluctant to investments in channel construction, and the lack of trust and loyalty of channels was common between members. While, at present, the reason for blocks in China's industrial cluster marketing channels was the illegibility of channel leaders and the lack of interest-oriented mechanism to encourage competition. So, it was suggested under the leadership of the core businesses and trade associations, professional markets and regional brands were established through partnership,lease,franchising and so on. Meanwhile, stakeholders were encouraged to form channel strategic alliances with enterprises outside clusters and brokers to fully mobilize the enthusiasm and initiative of the participants.