Influencing Factors Of Cluster Enterprises Co-marketing Based On The Different Industry

Facing the competitive and economic globalization, corporate individuals who rely solely on their own capabilities and resources have been unable to cope with the fast changing market environment, while fewer potential of their own traditional value chain can be explored, corporate marketing theory and marketing methods must change with the vagaries of the business environment. Under the background of economic globalization and the knowledge economy, a new marketing method, co-marketing allows enterprises to overcome the competitive disadvantages, such as weak strength, small-scale, single product, improves marketing efficiency for enterprises, reduces marketing costs, the market share of resources, avoids low levels of vicious competition. As a broad and special form of industrial organization-industry clusters create a unique marketing environment for cluster companies, its outstanding feature is the cluster of highly collaborative division of labor system which creates a favorable environment for cluster companies in marketing and other aspects of cooperation.The concept of cooperative marketing breaks the traditional adversarial competition concept. Enterprises gain advantage of external resources and optimize the value chain system, thus effectively maintain competitive advantage to better compete by cooperating with enterprise marketing resources, such as4P resources (product, price, place, promotion), information resources, downstream supply chain, customers, government, etc.. Currently, the cooperative marketing research has slightly rich, but more focused on defining the concept of cooperative marketing, cooperative marketing model, etc.. Factors for co-marketing studies are not mature and perfect, have not yet formed a complete theoretical system. In addition, based on various industry background, cluster environment, enterprise resource requirements and other aspects of the cluster show different. Studies about the factors of cluster cooperative enterprise whether there are differences are less relevant literature. Therefore, this article studies and compares the clothing business cluster and the electronics cluster with the empirical research method, in order to draw relevant arguments to enrich theoretical studies on co-marketing.Firstly, this article collects and explores the relevance theory in order, explore the. Secondly, based on Dongguan, Wenzhou, Qingdao and Haining and other clusters of questionnaires and survey data, combined with empirical research and comparative studies on the effects of co-marketing companies in different industry background, this article indicates that the impact of co-marketing factors has positive role in promoting and there are differences in different industry backgrounds. Finally, presenting related marketing advice based on the empirical results.