The Explore Of Co-marketing In Catering Industry

A series of environmental change, such as the depth of economic globalization, the increasing competition and the rapidly develop of science and technology, has made the enterprise have no choice but to create new model of marketing to meet the needs of social and economic development. And the co-marketing just emerged in such background. Nowadays Co-marketing has been concerned by more and more enterprises and scholars, and has been applied more wildly for its advantages. But we should also see that most of the previous study of Co-marketing just stayed in the theoretical level, less involved in specific industries. Therefore, this thesis choose the catering industry as the object of study in the hope of filling the research gaps to a certain extent, and providing Co-marketing practices for the domestic catering enterprises to refer to and study.Through the reading, sorting and analyzing of abundant materials in Chinese and English, this thesis brings up a more appropriate definition of Co-marketing, and illustrates the connotation of Co-marketing from five kind of theory view. Then, on the analysis of advantages of Co-marketing and the study of features of catering marketing, the writer comes to the conclusion that the application of Co-marketing is suitable in Catering Industry and also raises some kinds of possible models of catering Co-marketing. Eventually, the thesis discusses the implementation process of catering Co-marketing and what problem should be aware of during the process.The possible innovation of this thesis is as following. First, by contrasting and analyzing the previous definition of Co-marketing, the thesis puts forward a more precise definition of Co-marketing, and makes the relationship among Co-marketing, Collaborative Marketing and Symbiotic Marketing more clearly. Second, in the support of five kinds of related theory, the thesis further interprets the influence and effect of Co-marketing. Third, on the basis of integrating several relevant cases of Co-marketing, the author poses some possible types of models and tactics of Co-marketing in Catering Industry. Fourth, creatively use the Fuzzy Comprehensive Assessment to change the qualitative indicators into quantitative data so that makes the evaluation results more scientific and rational.