摘要
企业进行合作营销,建立营销联盟,合作伙伴的选择是首先要面对的问题。从合作伙伴的兼容性和合作伙伴的贡献能力两大方面对营销联盟合作伙伴的选择进行研究,并以这两个要素建立二维模型,对营销联盟合作关系的稳定性进行分析。
When enterprises carry on co- marketing and establish marketing alliance, the choice of part- ner is the first problem which they must face with. Based on the research of multitudinous scholars, this article analyses the choice of marketing alliance partner from the partner compatibility and the partner contribution a- bility the two big aspects mainly. Then this article analses the marketing alliance stability from the two - dimensional model established by these two essential factors.
出处
《江西农业大学学报（社会科学版）》
2007年第3期74-77,共4页
Journal of Jianxi Agricultural University :Social Sciences Edition
关键词
营销联盟
合作伙伴选择
兼容性
贡献能力
marketing alliance
partner choice
compatibility
contribution ability
作者简介
占辉斌（1978-），男，硕士，讲师，主要从事企业管理、市场营销等研究。
