| With a series of environment changes in the disruptive impact of the Internet plus,the deepening economic globalization,the rapid development of science and technology on social life and further intensified competition among companies,companies need to find a new model which is more adapted to the economic and social development to build a sustainable competitive advantage.Co-marketing is precisely creates under such time background and has many obvious advantages such as achieving higher sales and profits,developing new products,achieving business expansion and developing new markets.This paper focuses on pet pharmaceuticals business of PA Pharmaceutical Company and further studies the co-marketing theory in this area.Based on reading,reorganizing and analysis for large amounts of material,we clarify the meaning of co-marketing and have a clear understanding for this theory.In this paper,through using co-marketing theory that includes the value chain theory,transaction cost theory,game theory,network organization theory,enterprise resource basic theory and other related theory,combined with case studies and expert interviews,we analysis the marketing features and future developing trends in pet pharmaceutical business,and propose several possible co-marketing models in pet pharmaceutical business.The innovations of the paper in the following aspects:First,it is not a single dimension area design,but it is based on the pet business of PA pharmaceutical company,and this thesis make a positive discussion for a pet pharmaceutical business cooperation marketing model from the two-way combination of marketing mix and co-marketing and the breadth and depth of the marketing.Second,the online shopping has become something very common for people,and pet pharmaceutical company's online channels are still budding stage.So how to build pet pharmaceutical companies online channel marketing model,it provide a reference for online channels of pet industry in the future. |
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