The Research Of Joint Marketing Based On Supply Chain

In recent years,development of joint marketing is being as a new theory direction to marketing science,also enterprise need to pay attention to more stakeholder including the demand of cooperation company and customer. Marketing from Domestic enterprise should be support customers'needs better as well as earning more profit,marketing function is being changed from developing and feeding customer's demands to transmitting information and needs of customers to attract more attention of client by cooperating with stake holder. So research of enterprise value and customer benefits on marketing is becoming a hot spot at present.The essay raise that the unit enterprise in supply chain should not only keep attention to itself and earn profit on the base of making damage to its business partner, instead,it is better for them in supply chain to switch roles,and see the business partner as a cooperator. On the base of this point of view, the essay raises the joint marketing theory based on supply chain, set forth the joint marketing model on view of supply chain,set up the structure with supply chain value and needs of customers,and operates the joint marketing model from the value of whole supply chain.The essay states the current marketing situation of domestic enterprise, analyze the related model beyond unit enterprise,raise the model of marketing based on supply chain combining with the supply chain value and need of customer, and then conclude the joint marketing based on the supply chain.Set up the outcome evaluation model after analyzing the operating process by take real sample of producer and retailer, and raise improving measure to make the evaluation to reflect advantages and disadvantages better.