Empirical Study On Marketing Synergy Of Parent-Subsidiary Corporation

Faced with the parent-subsidiary corporations increasing competitive pressures and the old traditional management, synergy is to be taken control mode. In parent-subsidiary corporations, synergy throughout the enterprise macro-and micro-business activities at all levels and in all aspects, as large as enterprise development strategies, structure and system synergy, small to production, procurement, marketing and process synergy. Marketing is the parent-subsidiary corporations most important ways of value creation and growth, Practice has shown that the synchronization of the parent-subsidiary corporations advertising, marketing and sales activities, can get more than any other part of the synergies. Therefore, the parent-subsidiary corporations need to use marketing synergy to improve the core competitiveness.In recent years, synergy research at home and abroad began to increase, but few studies specifically for marketing synergy. Even if there was only studied the concept of marketing synergy, or tend to be specific in some areas, and then, or be limited to between alliances. This paper attempts from the parent-subsidiary corporations'point of view to study the synergy of marketing issues, in summing up and drawing on the basis of results of previous studies, through theoretical induction, corporate interviews and questionnaire methods., Systematic analysis of the parent-subsidiary corporations' marketing synergy effects of factors, including the diversification strategy, marketing strategy, synergy strategy concept, management control model, organization structure incentive and restraint mechanisms, market area, customer type, product features, internal communication, trust, cooperative atmosphere, and so on, using factor analysis divided the factors into four categories namely strategy-related, organizational support, market unity, synergy atmosphere. Construction of the parent-subsidiary corporations' marketing synergies quantitative index system, Togethering with the tangible and intangible marketing synergy measure the parent-subsidiary corporations' marketing synergies, Visible marketing synergy include five indicators together, and intangible marketing synergy include six indicators. Using empirical research methods validate the relationship among the factors, synergy, corporate performance. Test results show:Marketing synergy was significantly correlated with three factors, they are the strategy-related, synergy atmosphere, market unity, synergy atmosphere is essential to the intangible marketing synergy, market unity is a prerequisite for tangible marketing synergy; Marketing synergy effect on corporate performance is also a significant positive correlation; Relative to the physical marketing synergy, the invisible marketing synergy give greater impact on corporate performance.The results for the implementation of empirical research is to find a realistic basis for marketing synergy, But the parent-subsidiary corporations' synergy management involves many members and the more difficult to manage, how to achieve marketing synergies is the issues at stake for each corporation. Finally, on the basis of empirical research, this article will apply the theory described earlier to the corporate practice, put forward the implementation of the parent-subsidiary corporations marketing synergies corresponding recommendations and measures, provide some reference to the enterprise.