温斯顿·丘吉尔曾说过:“没有永远的朋友,也没有永远的敌人,只有永恒的利益!”这一总结国际关系的政治名言同样适用于竞争残酷的商战之中。信息技术的飞速发展,让麦克卢汉预言的“地球村”时代加速来临。世界越变越小,市场越来越细分,竞争也渐趋激烈。在这样一个“扁平化”的地球村落里,任何企业都不可能在各方面处于优势。企业已从传统的“对抗竞争”为主的营销观念逐渐转向为合作营销,通过与经销商、供应商甚至竞争者建立伙伴关系来更好地满足顾客需要。在这种形势下,具有优势互补关系的企业便纷纷联合起来,共同开发新品、共享人才和资源,共同提供服务…… Winston Churchill once said: “There is no eternal friend, no eternal enemy, only eternal interests.” This political quote summarizing international relations also applies to the brutal competition. With the rapid development of information technology, McLuhan predicted that the era of “Global Village” accelerated. The world is getting smaller and smaller, the market is more and more subdivided, competition is getting fiercer. In such a “flattened” global village, no enterprise can have any advantage in all aspects. Enterprises have shifted from traditional “competition-resistant” marketing concepts to cooperative marketing and better meet customer needs by establishing partnerships with distributors, suppliers and even competitors. Under such circumstances, enterprises with the advantages and complementary relations will unite together to jointly develop new products, share talents and resources and jointly provide services ......