Research On The Cluster Enterprises Cooperation Marketing Factors And Coupling Mechanism

In recent years, along with the process of economic globalization, the international division of labor based on global value chain evolution in urgent need of the enterprises of our country to change the low efficiency of the business model, to realize the innovation of marketing mode. American marketing expert Shawn Clark said, an enterprise to survive in the high technology market, must have good cooperation ability of marketing. The cooperation of marketing to the vital role regarding enterprise’s development. Regional competitive advantage is mainly dependent on the cluster of small and medium enterprises local enterprises within the cluster, because of its low production, trade and policy cost and has the competitive advantage of overall coordination, but still needs close cooperation among the enterprises to integrate with the world market to realize its own value. In fact, cooperative marketing within enterprise clusters does just that it can make the enterprise advantage complementation, forming a polymerization synergistic effect amplification.However, in theory, research on cluster enterprise cooperation in marketing has not yet formed a theoretical system, especially for the coupling factors of cooperative marketing effect is more a lack of. In practice, the cluster of small and medium-sized enterprises in some areas of China has been trying to use this mode of cooperation in marketing to open up the market, however, these enterprises because of the impact of their own small scale, weak strength characteristics, and consciousness of cooperation marketing problems, the actual situation is more competitive than cooperation, is more affected by external nature, geography factors such as. Therefore, in the face of increasingly fierce competition in the market, needs from different angles of cooperative marketing effect on the enterprises within the cluster factors and coupling research has certain practical significance, which not only can enhance the core competitiveness of enterprises, but also promote the overall advantages of cluster, area of the play, especially to promote the enterprises to cooperate marketing and provide a theoretical basis. Therefore, this paper survey and questionnaire in Quanzhou, Dongguan, Wenzhou, Qingdao and other places based on influence factors, trying to study industrial cluster from different angles refer to empirical analysis of cooperative marketing, and the impact of coupling factors.First of all, the cooperation of cluster enterprise marketing, cooperative marketing influence factors and coupling of various types of literature collection, collation, explore the concept and theory of factors and coupling effects of cooperative marketing, enterprise cluster. Secondly, questionnaire and investigation data of Quanzhou, Dongguan, Wenzhou, Qingdao and other places on the basis of empirical research methods, by means of the enterprises within the cluster, cooperative marketing the influence factors and coupling of the study, the empirical results show, cooperative marketing influence factors between the coupling produced positive effect on the cooperation of marketing, and constructs the conceptual model of the enterprise cooperative marketing factors. Then, the research methods, sample selection, questionnaire survey are introduced. Finally, based on the spot investigation data and empirical data analysis, put forward to promote cooperative marketing suggestions.