The Research Of Enterprises Marketing Model In Industry Clusters

In the nineteen eighties, a unique form of aggregation cluster has a huge competitive advantage that attractes many domestic and foreign scholars, enhances the regional competitive advantage and provides a new concept to develop the enterprise economy.Enterprises in the industrial cluster has the advantages of lower cost of production, transaction and policy, and advantages of system and overall coordination. So it has very strong competitive ability, but to realize its value should be through close cooperation between enterprises in the cluster to conform with the market. Cluster marketing role that is, it makes the enterprises’advantages in cluster complementary, polymerization amplification and function multiplication synergistic effect.But the cluster marketing research in theory is still in its initial stage. It focuses on subjective reasoning and case studies mainly,and has not formed a complete theoretical system.Research in cluster marketing usually focus on the meso level, less in enterprise level. there is no deep theory puts enterprises as the behavioral subject marketing theory, lack of guidance for individual enterprises marketing behavior.In practice, Since the reform and opening up, China’s coastal areas have emerged a large number of traditional industrial clusters such as in Fujian Quanzhou, Dongguan Guangdong,Zhejiang Wenzhou clothing and footwear cluster. The appearance of clusters promote local economic development, and the final products of clusters accounted for a significant a large proportion in China’s domestic and export trade market.At present, the development levels of China’s traditional industrial clusters are almost lower due to the small size of the enterprise innergroup is too weak to carry out marketing activities. It is less understood of the most enterprises in cluster marketing to cluster marketing. They are more competitive than cooperative and mainly rely on the geographical concentration to form external influence.As the technology innovation and the rapid development of globalization, this situation has seriously hindered the enterprise cluster’s effective creation and value transfer, unable to realize an upgrade industry, even emerges the signs of recession cluster. The cluster marketing model of Suitable for regional development brings huge competitive advantage to cluster enterprise. Therefore, it is necessary to study the cluster of enterprises under the background of marketing mode from the view of marketing point. It is good to promote the upgrading development of industrial clusters in China.The article summed up three main clusters marketing modes from microcosmic perspective,by the theory of industrial cluster, cluster marketing theory, and system theory. This paper relatively selects the domestic mature development like Fujian Quanzhou, Guangdong Dongguan, Zhejiang Wenzhou as research object, deeply analysis of the three industrial clusters marketing mode, also deeply in comparative analysis.In the last,we point out some marketing strategies according to the development status of our clusters.The present research is almostly based on the macroscopicive, less research from the cooperative perspective on the enterprises within the cluster marketing behavior. This article is from microcosmic perspects, concretely analysis the traditional industrial clusters marketing mode.It is a good supplement of the existing cluster theory.