论文部分内容阅读
何谓共生营销?美国管理学专家阿德勒提出:“通过两个或更多个相互独立的企业组织间在资源或项目上的合作,达到增强市场竞争能力的目的。”例如,1981年美国运通公司和MCI电讯公司达成协议,运通卡的用户在使用MCI的长途电话时,可以享受一定的折扣,而MCI公司则利用运通公司所掌握的1000万户的信息资料,扩大了经营范围,大大增强了自己的竞争力。共生营销具有以下特点:(1)优势集中。建立共生关系的
What is symbiotic marketing? Adler, a management expert in the United States, puts it: “For example, 1981, through the cooperation of two or more independent corporate organizations on resources or projects, to enhance the competitiveness of the market.” American Express and MCI Telecom have reached an agreement that users of Express Cards can enjoy certain discounts when using MCI’s long-distance calls, while MCI Corporation uses the information of 10 million households owned by Express to expand its business scope. Has greatly enhanced their competitiveness. Symbiotic marketing has the following characteristics: (1) Concentration of advantages. Establish a symbiotic relationship