【作者】 娄鹏宇；

【导师】 胡正明；

【作者基本信息】 山东大学 ， 企业管理， 2007， 硕士

【摘要】 20世纪80年代以来，国外许多企业面对日趋激烈的外部竞争环境，认识到企业之间存在的不仅仅是竞争，开始对竞争关系进行战略性的调整，即从竞争关系转变为合作竞争。除了技术研发创新方面的合作外，营销方面的合作作为竞争的一部分逐渐被国外企业所采用，成为企业获得竞争优势的另一个重要的手段。由于我国企业营销管理水平普遍比较落后，虽然有些企业在经营活动中尝试了营销方面的合作，但仅仅是营销合作的初级阶段。目前还没有系统的共生营销理论供中国企业参考和借鉴。因此，共生营销模型研究可以充实我国营销合作理论，并对我国企业共生营销的实践具有重要的借鉴意义。通过对国内外有关共生营销理论和营销合作理论的查阅和研究，以及大量有关中英文资料的参考，从企业价值和顾客价值的角度来解决共生营销理论的可行性问题，即如何实施提高顾客价值和企业价值的共生营销模型，是文章研究的主要内容。本文的理论创新点主要体现在以下三个方面：第一，通过对比、分析前人的共生营销与营销合作理论模型，改进、创新以及重构完整系统的共生营销模型，并分析和总结出共生营销模型体系的理论及实践意义。第二，在企业价值基础上，添加顾客价值角度，构建共生营销系统的解决方案。第三，为中国企业的营销实践提供具有可操作性的理论模型和方法。文章的主要内容是：第一章绪论，介绍选题背景和意义，阐明本文的研究方法、思路、内容和创新点。第二章对国内外具有代表性的共生、共生营销以及合作营销理论成果进行评述，重新阐述和归纳了三个具有代表性的共生营销理论模型，并在对三个模型比较分析的基础上，对共生营销的理论基础进行了补充和改善。第三章分析了共生营销适用的条件和影响因素。第四章核心内容是共生营销模型的重构，提出了共生营销模型的逻辑架构，建立了共生营销模型并论述了其实施方案。第五章对共生营销模型的实施过程进行了详细的分析，然后提出了实施共生营销所面临的几个主要问题。第六章为文章的结论，进一步总结本文的观点，并提出文章研究的局限性以及存在的缺陷。更多还原

【Abstract】 Since 1980s, many enterprises in overseas has faced to the increasing competition in their exterior surrounding. They are aware of the competition and begin to make the strategic adjustment to their competitive relationship, i.e. transferring competitive relationship into cooperative competition. Except for the cooperation of the technical research and development innovation, as a part of competition, the cooperation of marketing is adopted by the foreign enterprises gradually and become another important means that make enterprises gain the competitive advantage. As the level of the marketing management fall behind relatively, the cooperation in the aspect of marketing is only the primary stage though some enterprises tried to operate with each other in the management activity. There is not the systematic Symbiotic Marketing Theory offered to China enterprise for reference. Therefore, researching on Symbiotic Marketing Model can enrich Symbiotic Marketing Theory in China and have an important significance for Symbiotic marketing practice in Chinese enterprise.Through looking up and researching the book relative to Symbiotic marketing theory and marketing cooperation theory as well as referring to a great deal of Chinese and English information about this theory, we can solve this feasibility problem from the angle of enterprise value and customer value. How to implement and improve the customer and enterprise’s Symbiotic Marketing Model, this is the main context in this passage. The possible theory innovative points in the passage are reflected by three aspects as follow: first, through contrasting and analyzing the fore-person’s Symbiotic Marketing and Marketing Cooperation Theory Model, we will analyze and summarize the theoretical and practical significance of Symbiotic Marketing Theory Model system. Second, on the basis of enterprise value, we will add the angle of customer value and build the solution of Symbiotic marketing system. Third, we will provide the operational theory and method for Chinese enterprise’s marketing practice. The main context of this passage: there was a preface in chapter one—introducing the background of selected topic and significance, and clarifying the research method, train of thought, context and innovative point. In chapter two, the author commented on the achievement of representative of Symbiotic, Symbiotic marketing or cooperation marketing theory, restating and concluding three representative models of Symbiotic marketing theory as well. The author also supplemented and improved Symbiotic Marketing Theory on the basis of comparing and analyzing three models. In chapter three, the author analyzed the condition and the influence factor of Symbiotic marketing. There was key context that was rebuilding Symbiotic marketing models in chapter four. The author came up with the logical framework of Symbiotic marketing models, established Symbiotic marketing models and stated its implement plan. In chapter five, the author analyzed the process of carrying Symbiotic marketing models out in detail, and then came up with several main problem which the implement of Symbiotic marketing faced. There was the conclusion in chapter six, it summarized further the viewpoints and put forward the research limitations and flaws in this passage.更多还原