A Study On The Influencing Factors Of Business Services Enterprise’s Cooperative Marketing

In recent years, with the rapid development of the domestic modern logistics, e-commerce and other modern service means, the number of the business enterprises is increasing, facing the new situation and challenge, the competition between enterprises is becoming more intense. Limited by the size, strength,the business enterprises are difficult to rely on themselves to win in the competition. Only to integrate internal and external marketing resources, to take the road of cooperation and development, they can take a place in the market. With the increasingly fierce market competition, the cooperation marketing issues of business enterprise have also been put forward by many research scholars. However, the mature theory of research on business enterprise’s co-marketing issues at home or abroad has not came into being completely, and most studies are starting from a macro level, lacking of deep exploration of the microscopic theory. This paper attempts to start from the view of microscopic point, putting forward the example of building business alliances in Lanxi City, Zhejiang Province, based on the cooperative competition theory, cooperative marketing theory, using a combination of theoretical and practical methods, to reach deep analysis and detailed research on the motivation, cooperation marketing, co-op model, operations management and other issues of Lanxi trade union. With the questions found in the survey, we put forward rationalization recommendations and suggestions, and we want to provide useful lessons to Lanxi commerce business development services. Details are as follows: The first part describes the background of study, the significance of the goals and methods, and concepts are defined. The second part tells the current situation and existing shortage through a review of the literature joint marketing theory. The third part is to build a model based on qualitative research in Lanxi City Commercial Union. Based on in-depth interviews of the factors of co-marketing found to comb and build. The fourth part is making questionnaires and analyzing the data of questionnaires survey which are obtained (including reliability analysis, validity analysis, correlation analysis, regression analysis, etc.). And previous assumptions made are verified. Part V based on data analysis and process of Part IV explains joint marketing affecting factors of business services company, and points out the shortage of study. The conclusion is:Enterprise collaboration standard, the business enterprises competition pressure, region conditions, cooperation conditions have a significant impact on co-marketing of business services companies. Specially, the standard of cooperative enterprises has the most significant impact on co-marketing, followed by the regional cooperative conditions, followed by the industrial competition stress, finally cooperation conditions.In addition, from all dimensions, in addition to barriers to entry and trade cooperation breadth of marketing services companies assumptions not be supported, the rest of the variables all showed a positive correlation with the breadth of co-marketing and co-marketing depth.