在激烈的市场竞争中,各个企业都在积极开展营销活动,以战胜竞争对手,从而占领市场。但是在市场日趋饱和的情况下,激烈的竞争最终只能导致两败俱伤的结果。为了能更好的使企业得以生存和发展,有必要进行新的营销战略。合作营销就是在这样的背景下提出来的,事实上很多企业已经在不自觉的运用着合作营销。可以说,合作营销其目的就在于创造1+1>2的效果。 In the fierce market competition, all enterprises are actively carrying out marketing activities to beat competitors to occupy the market. However, with the market becoming increasingly saturated, the fierce competition will eventually lead to the result of a lose-lose. In order to be able to better enable enterprises to survive and develop, it is necessary to carry out a new marketing strategy. Cooperative marketing is put forward in this context, in fact, many companies have been unconsciously using co-marketing. It can be said that the purpose of co-marketing is to create 1 +1> 2 results.