Research On Influence Of Enterprise Social Capital To Cooperative Marketing Under The Background Of Cluster

Worldwide, there are many successful examples of industrial cluster:Italy Prato enjoys a good reputation all over the world in textiles and clothing, the United States silicon valley gathered lots of the world’s leading technology companies and top universities, the Hollywood film has become a barometer of global film culture. Industrial cluster is a word first appeared in1990, Michael porter’s book. Before that, theorists have mentioned this concept from different perspective for the phenomenon industry gathered in a region, they or explained the reasons of industry agglomeration, or summarized the characteristics of industry cluster, or expounded the sources of industrial clusters competitiveness. In general, the cost advantages and economies of scale of industry cluster have get consensus throughout the world, the cluster is increasingly becoming an energetic and important economic form in world economic development.There are also many success stories in the practice of industrial cluster in China. Since the1960s, from natural gathering to government guidance, China now has thousands of large and small industrial clusters. Among them, Quanzhou shoes clothing industry cluster, Wenzhou shoes industrial cluster, Qingdao clothes, electronic industry cluster and Haining warp knitting, leather industry cluster are the representatives in China. Some of them started early in the reform and opening up, gradually formed a certain scale throughout the region and kept growing up; Some have been guided by government relying on the traditional industry and developed. Industrial cluster has great influence in China, but the cluster’s general development level is low:connection between enterprises is not frequent, most cooperative marketing in cluster happened in the longitudinal direction of industrial chain, there are not much horizontal cooperation marketing, the government and industry associations don’t effect well in the clusters. How to improve the level of co-marketing in industry cluster is a problem that must be solved to promote upgrading industrial cluster and make use of the cluster effect.In order to put forward some beneficial advice for improving the cluster cooperation marketing from the perspective of social capital, this article based on cluster enterprise social capital ownership, researched the effect of the cluster enterprise social capital in all cases to cluster enterprise cooperation marketing through the field investigation and empirical analysis. In the first half of the thesis, the industrial clusters and social capital theory is reviewed and interpretation. On the basis of predecessors’research results and methods, this paper used contacts with the enterprises in the cluster, contacts with local government/industry association or organization, the engagement of the cluster activities, the trust to the other enterprises in the cluster, the willingness to contribute to the common development of enterprises in the cluster, the similarity of management concept between enterprises, the similarity of management mode between enterprises, degree of understanding of other enterprises, degree of relying on the cluster, to see themselves as a member of a cluster as nine variables to measure the ownership of cluster enterprise" social capital and divided it into relationship, structure and cognitive the three dimensions; Evaluate cluster enterprise cooperation marketing situation with five variables of product, channel, price, promotion and information sharing and summarized them into two aspects of the behavior in value chain and information sharing. Finally come to a conclusion through the analysis of data that social capital has a positive influence on cooperative marketing in all three dimensions, and according to the influence size the order is relational dimension, structure dimension and the cognitive dimension.Innovation point of this article is that Most previous studies of cluster proceed from the macroscopic Angle, lacking empirical support and data, but this article has better realistic foundation by on-the-spot investigation in above several industry cluster and start from the single enterprise. In addition, this article introduced social capital theory into the framework of cluster theory, discussed relationship and promotion of social capital in detail from several aspects to cooperation marketing. It is also a useful complement to the previous cluster theory.