共生营销模型研究
|
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。
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.
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。
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.
引文
① Kwan Hiu Lai.Cindy. A study of marketing alliance formation in the hotel industry.[J].THE Hong Kong Polytechnic University.2002, 34-52
② R. Duane Ireland.Michael A. Hitt, Deepa Vaidyanath. Alliance Management as a Source of Competitive Advantage[J]. Journal of Management.2002 28(3)
① 蒋国平．企业联盟高失败率原因分析及其成功之路[J]．现代财经．2001年第01期，58-60
① 袁纯清．共生理论及其对小型经济的应用研究[J]．改革．1998年2月，101-105
② 萧灼基．必须重视当前我国经济中存在的几个深层问题[J]．中国科技产业．2002年5月，15-16
① 赵红，陈绍愿，陈荣秋．生态智慧型企业共生体行为方式及其共生经济效益[J]．中国管理科学．2004年6月，130-136
① Kwan HIU LAI.CINDY. A study of marketing alliance formation in the hotel industry[J]. THE HongKong Polytechnic University.2002,34-52
② 厉新建．中国民航系统饭店纵向战略联盟的构建模式[J]．中外酒店．2004年5月
① Varadarajan, P. Rajanand Cunningham, Margaret H.,"Strategic Alliance: A Synthesis of Conceptual Foundations"[J]. Journal of the Academy of Marketing Science.23(4), 282-296
① Moore, James F. (1996). The Death of Competition: Leadership Strategy in the Age of Ecosystems[M]. NY: HarperCollins
② Williamson, Oliver E. (1975).Markets and Hierarchies: Analysis and Antitrust Implication[M].New York: The Free Press
③ Smith, Ken G. Carroll, Stephen J. and Ashford, Susan J. (1995)."Infra-and Interorganizational Cooperation: Toward a Research Agenda" [J].Academy of Management Journal. 38(1), 7-23
④ Anderson, James C. and James A, Narus (1990). "A Model of Distributor Firm and Manufacturer Firm Working Partnerships"[J].Journal of Marketing.54(January), 42-58
⑤ Turner, Gregory B, Le May, Stephen A, Hartley, Mark and Woods, Charles M.(2000)."Interdependence and Cooperation in Industrial Buyer-Supplier Relationships"[J]. Journal of Marketing Theory and Practice. 8(1), 16-24
① 王玉臣．共生营销——企业营销策略的现实选择[J]．企业改革与管理．2000年第7期，37-38
② 郭学玲．浅论共生营销策略[J]．克山师专学报．2003年2月，12—13
③ 薛大勇．营销新模式——共生营销[J]．中国经贸．2000年第2期
④ 迈克尔·波特著，陈小悦译．竞争优势[M]．北京：华夏出版社，1996年，33-34
⑤ Teece. Competition, cooperation and innovation[J].Journal of Economic Behavior and Organization. 1992,1-25
① 冷志明．基于共生营销的思考[J]．市场论坛．2005年4月，38-39
① Stuart, Toby E..Network position and Propensities to collaborate: An investigation of strategic alliance formation in ahigh-technology industry[J]. Adminstrative Science Quarterly. Vol.43,1998,668
② Gulati, Ranjay. Alliance and networks[J]. Strategic Management Journal. Vol. 19,1998,29
① 陈耀．联盟优势——21世纪企业竞争新形态[M]．民族出版社．2003年3月第01版，19
② Eric W. K. Tsang. Motives For Strategic Alliance: A Resource-Based Perspective[J]. Scand. J. Mgmi. Vol. 14. NO. 3, 1998
③ 马松林，邢伟琳．共生营销策略探析[J]．经营管理者．1997年第07期，32-33
① 郭锦墉，魏毅．基于共生的农业产业化经营各主体协同营销的思考[J]．江西农业大学学报．2004年06期，944—947
② 牟俊生，刘志超．也谈合作营销[J]．江苏商论．2004年第01期，46-47
① 李梅，谭力文．并购还是联盟：企业外部成长战略的选择[J]．科技进步与对策．2005年1月，94-96
① 程兆谦，徐金发．购并与战略联盟的比较研究[J]．决策借鉴．2001年4月，第02期第14卷，2-4
① 李梅，谭力文．并购还是联盟：企业外部成长战略的选择[J]．科技进步与对策．2005年1月，94—96
① 史言信．我国发展企业战略联盟的问题及对策[J]．当代财经．2002年第03期，68—71
① V.A.Zeithaml. Consumer Perceptions of Price Quality and Value: A Means-end Model and Synthesis of Evidence[J]. Journal of Marketing.Vol.52,July 1988,2-22
① M.Treacy, F.Wiersema. The Discipline of Market Leaders[M]. London, Harper Collins.1995
② Woodruf. Customer Value:the Next Source for Competitive Advantage[J].Journal of the Academy of Marketing Science.25(2),139-153
③ 井浩涌，吕洪兵．顾客价值理论分析[J]．大连铁道学院学报．2002，23(2)，85-86
① Gronroos. Value-driven Relational Marketing: from Products to Resources and Competences[J]. Journal of Marketing Management. 13,407-419
② Ravald and Gronroos. The Value Concept and Relationship Marketing[J]. European Journal of Marketing.30(2), 19-30
③ P.M. Simpson, J. A. Siguaw, T. L. Baker. A Model of Value Creation: Supplier Behaviors and Their Impact on Reseller-Perceived Value[J]. Industrial Marketing Management.Vol.30,123
① 贾平．企业动态联盟[M]．经济管理出版社．2003年，68
① 埃德·瑞格斯比．发展战略联盟[M]．机械工业出版社．2003年1月，40-41
[1] Kwan Hiu Lai.Cindy. A study of marketing alliance formation in the hotel industry[J].The HongKong Polytechnic University.2002,34-52
[2] R. Duane Ireland,Michael A. Hitt, Deepa Vaidyanath. Alliance Management as a Source of Competitive Advantage[J]. Journal of Management.2002 28(3)
[3] Adler, L..Symbiotic Marketing [J]. Harvard Business Review. 44 (November 1966). 59-71
[4] P."Rajan"Varadarajan.Symbiotic Marketing Revisited[J].Journal of Marketing.50 (January 1986).7-17
[5] P."Rajan"Varadarajan and Cunningham,Margaret H..Strategie Alliance: A Synthesis of Conceptual Foundations[J].Journal of the Academy of Marketing Science.23(4),282-296
[6] Moore, James F.. The Death of Competition:Leadership Strategy in the Age of Ecosystems[M]. NY: HarperCollins
[7] Williamson,Oliver E..Markets and Hierarchies:Analysis and Antitrust Implication[M].New York. The Free Press
[8] Smith KenG., Carroll,Stephen J. and Ashford,Susan J..Infra-and Interorganizational Cooperation: Toward a Research Agenda[J].Academy of Management Journal. 38(1),7-23
[9] Anderson, James C.and James A. Narus.A Model of Distributor Firm and Manufacturer Finn Working PartnershipstJ].Journal of Marketing. 54(January),42-58
[10] Turner Gregory B.,LeMay Stephen A., Hartley, Mark and Woods, Charles M..Interdepcndence and Cooperation in Industrial Buyer-Supplier Relationships[J]. Journal of Marketing Theory and Practice. 8(1), 16-24
[11] Louis P. Buckling&Sanjit Sengupta. Organize successful co-marketing alliance[J]. Journal of Marketing Vol.57,1993.3,26-43
[12] Teece. Competition cooperation and innovation[J]. Journal of Economic Behavior and Organization. 1992,1 -25
[13] Sonia Dickinson and B.ramaseshan.An investigation of the antecedents to cooperative marketing strategy implementation[J] Journal of strategic marketing,2004,71-95
[14] Gulati,Ranjay. Alliance and networks[J]. Strategic Management Journal. Vol. 19, 1998,29
[15] Eric W.K.Tsang. Motives For Strategic Alliance:A Resource-Based Perspective, Scand[J]. J. Mgmi. Vol. 14. NO. 3,1998
[16] V.A.Zeithaml .Consumer Perceptions of Price, Quality and Value:A Means-end Model and Synthesis of Evidence[J],Journal of Marketing.Vol.52,July 1988, 2-22
[17] M.Treacy,F.Wiersema. The Discipline of Market Leaders[M]. London,Harper Collins, 1995
[18] Woodruf.Customer Value: the Next Source for Competitive Advantage[J] Journal of the Academy of Marketing Science.25(2),139-153
[19] Stuart, Toby E.. Network position and Propensities to collaborate:An investigation of strategic alliance formation in a high-technology industry [J] . Adminstrative Science Quarterly. Vol.43,1998,668
[20] P.M.Simpson,J.A.Siguaw,T.L.Baker.A Model of Value Creation: Supplier Behaviors and Their Impact on Reseller-Perceived Value[J] .Industrial Marketing Management.Vol.30 ,123
[1] 罗炜．企业合作创新理论研究[M]．复旦出版社．2002年12月第1版，104
[2] 蒋国平．企业联盟高失败率原因分析及其成功之路[J]．现代财经．2001年第01期，58-60
[3] 袁纯清．共生理论及其对小型经济的应用研究[J]．改革．1998年2月，101-105
[4] 萧灼基．必须重视当前我国经济中存在的几个深层问题[J]．中国科技产业．2002年，15-16
[5] 卜华白，高阳．共生理论及其对企业战略联盟构建的启示[J]．衡阳师范学院学报．2005年第04期，31-34
[6] 赵红，陈绍愿，陈荣秋．生态智慧型企业共生体行为方式及其共生经济效益[J]．中国管理科学．2004年12月，第12卷第06期，130-136
[7] 厉新建．中国民航系统饭店纵向战略联盟的构建模式[J]．中外酒店．2004年5月
[8] 王玉臣．共生营销——企业营销策略的现实选择[J]．企业改革与管理．2000年第07期，37-38
[9] 郭学玲．浅论共生营销策略[J]．克山师专学报．2003年2月，12-13
[10] 薛大勇．营销新模式——共生营销[J]．中国经贸．2000年第02期
[11] 迈克尔波特．竞争战略[M]．华夏出版社．1997年1月第一版，33-34
[12] 冷志明．基于共生营销的思考[J]．市场论坛．2005年4月，38-39
[13] 陈耀．联盟优势——21世纪企业竞争新形态[M]．民族出版社．2003年3月第1版，19
[14] 马松林，邢伟琳．共生营销策略探析[J]．经营管理者．1997年第07期，32-33
[15] 郭锦墉，魏毅．基于共生的农业产业化经营各主体协同营销的思考[J]．江西农业大学学报．2004年06期，944—947
[16] 牟俊生，刘志超．也谈合作营销[J]．江苏商论．2004年第01期，46-47
[17] 李梅，谭力文．并购还是联盟：企业外部成长战略的选择[J]．科技进步与对策．2005年1月，94-96
[18] 程兆谦，徐金发．购并与战略联盟的比较研究[J]．决策借鉴．2001年4月，第2期第14卷，2-4
[19] 史言信．我国发展企业战略联盟的问题及对策[J]．当代财经．2002年第3期，68-71
[20] 井浩涌，吕洪兵．顾客价值理论分析[J]．大连铁道学院学报．2002年23(2)，85-86
[21] 贾平．企业动态联盟[M]．经济管理出版社．2003年，68
[22] 埃德·瑞格斯比．发展战略联盟[M]．机械工业出版社．2003年1月，40-41
[23] 曲波，田传浩．基于平衡记分卡的战略联盟绩效评价框架[J]．技术经济与管理研究．2005年第01期，56-57
[24] 胡正明．市场营销学[M]．山东大学出版社．2000年12月，384-386
[25] 吴洪刚，朱淋强．“双赢”理念下的共生营销[J]．煤炭经济研究．2001年第06期，62-64
[26] 林祖华．21世纪市场营销新战略[J]．江苏商论．2003年第06期，130
[27] 张瑜东．关于我国企业实施共生营销战略的思考[J]．广东经济管理学院学报．2005年4月，第20卷第02期，31-34
[28] 刘颖娟．博奕论与共生营销战略[J]．技术经济与管理研究．2001年第01期，108
[29] 余镜怀．论企业间网络共生营销[J]．统计与决策．2001年5月(总第137期)
[30] 王玉臣．企业的共生营销战略[J]．企业活力．2002年，30-31
[31] 许剑雄．企业营销新策略——共生营销[J]．企业经济．2001年第09期，80-81
[32] 肖山．事半功倍的营销新模式：共生营销[J]．会计月刊．2001年，07-08
[33] 杜春霞，李国锋．营销新热点—共生营销[J]．商业研究．2002年2月(下半月版)总第240期，101-102
[34] 查文宇．优势互补的共生营销[J]．经营管理者．1997年第02期，39
[35] 牛琦彬，郑仕敏．略论战略营销联盟[J]．石油大学学报．1997年第03期，23-25
[36] 张小飞，张豫生．论企业战略联盟伙伴选择的基本原则[J]．同济大学学报．2002年10月，第05期，36-40
[37] 崔永刚．基于AHP的企业战略联盟合作伙伴优化选择[J]．天津商学院学报．2004年1月，第24卷第01期，17-20
② R. Duane Ireland.Michael A. Hitt, Deepa Vaidyanath. Alliance Management as a Source of Competitive Advantage[J]. Journal of Management.2002 28(3)
① 蒋国平．企业联盟高失败率原因分析及其成功之路[J]．现代财经．2001年第01期，58-60
① 袁纯清．共生理论及其对小型经济的应用研究[J]．改革．1998年2月，101-105
② 萧灼基．必须重视当前我国经济中存在的几个深层问题[J]．中国科技产业．2002年5月，15-16
① 赵红，陈绍愿，陈荣秋．生态智慧型企业共生体行为方式及其共生经济效益[J]．中国管理科学．2004年6月，130-136
① Kwan HIU LAI.CINDY. A study of marketing alliance formation in the hotel industry[J]. THE HongKong Polytechnic University.2002,34-52
② 厉新建．中国民航系统饭店纵向战略联盟的构建模式[J]．中外酒店．2004年5月
① Varadarajan, P. Rajanand Cunningham, Margaret H.,"Strategic Alliance: A Synthesis of Conceptual Foundations"[J]. Journal of the Academy of Marketing Science.23(4), 282-296
① Moore, James F. (1996). The Death of Competition: Leadership Strategy in the Age of Ecosystems[M]. NY: HarperCollins
② Williamson, Oliver E. (1975).Markets and Hierarchies: Analysis and Antitrust Implication[M].New York: The Free Press
③ Smith, Ken G. Carroll, Stephen J. and Ashford, Susan J. (1995)."Infra-and Interorganizational Cooperation: Toward a Research Agenda" [J].Academy of Management Journal. 38(1), 7-23
④ Anderson, James C. and James A, Narus (1990). "A Model of Distributor Firm and Manufacturer Firm Working Partnerships"[J].Journal of Marketing.54(January), 42-58
⑤ Turner, Gregory B, Le May, Stephen A, Hartley, Mark and Woods, Charles M.(2000)."Interdependence and Cooperation in Industrial Buyer-Supplier Relationships"[J]. Journal of Marketing Theory and Practice. 8(1), 16-24
① 王玉臣．共生营销——企业营销策略的现实选择[J]．企业改革与管理．2000年第7期，37-38
② 郭学玲．浅论共生营销策略[J]．克山师专学报．2003年2月，12—13
③ 薛大勇．营销新模式——共生营销[J]．中国经贸．2000年第2期
④ 迈克尔·波特著，陈小悦译．竞争优势[M]．北京：华夏出版社，1996年，33-34
⑤ Teece. Competition, cooperation and innovation[J].Journal of Economic Behavior and Organization. 1992,1-25
① 冷志明．基于共生营销的思考[J]．市场论坛．2005年4月，38-39
① Stuart, Toby E..Network position and Propensities to collaborate: An investigation of strategic alliance formation in ahigh-technology industry[J]. Adminstrative Science Quarterly. Vol.43,1998,668
② Gulati, Ranjay. Alliance and networks[J]. Strategic Management Journal. Vol. 19,1998,29
① 陈耀．联盟优势——21世纪企业竞争新形态[M]．民族出版社．2003年3月第01版，19
② Eric W. K. Tsang. Motives For Strategic Alliance: A Resource-Based Perspective[J]. Scand. J. Mgmi. Vol. 14. NO. 3, 1998
③ 马松林，邢伟琳．共生营销策略探析[J]．经营管理者．1997年第07期，32-33
① 郭锦墉，魏毅．基于共生的农业产业化经营各主体协同营销的思考[J]．江西农业大学学报．2004年06期，944—947
② 牟俊生，刘志超．也谈合作营销[J]．江苏商论．2004年第01期，46-47
① 李梅，谭力文．并购还是联盟：企业外部成长战略的选择[J]．科技进步与对策．2005年1月，94-96
① 程兆谦，徐金发．购并与战略联盟的比较研究[J]．决策借鉴．2001年4月，第02期第14卷，2-4
① 李梅，谭力文．并购还是联盟：企业外部成长战略的选择[J]．科技进步与对策．2005年1月，94—96
① 史言信．我国发展企业战略联盟的问题及对策[J]．当代财经．2002年第03期，68—71
① V.A.Zeithaml. Consumer Perceptions of Price Quality and Value: A Means-end Model and Synthesis of Evidence[J]. Journal of Marketing.Vol.52,July 1988,2-22
① M.Treacy, F.Wiersema. The Discipline of Market Leaders[M]. London, Harper Collins.1995
② Woodruf. Customer Value:the Next Source for Competitive Advantage[J].Journal of the Academy of Marketing Science.25(2),139-153
③ 井浩涌，吕洪兵．顾客价值理论分析[J]．大连铁道学院学报．2002，23(2)，85-86
① Gronroos. Value-driven Relational Marketing: from Products to Resources and Competences[J]. Journal of Marketing Management. 13,407-419
② Ravald and Gronroos. The Value Concept and Relationship Marketing[J]. European Journal of Marketing.30(2), 19-30
③ P.M. Simpson, J. A. Siguaw, T. L. Baker. A Model of Value Creation: Supplier Behaviors and Their Impact on Reseller-Perceived Value[J]. Industrial Marketing Management.Vol.30,123
① 贾平．企业动态联盟[M]．经济管理出版社．2003年，68
① 埃德·瑞格斯比．发展战略联盟[M]．机械工业出版社．2003年1月，40-41
[1] Kwan Hiu Lai.Cindy. A study of marketing alliance formation in the hotel industry[J].The HongKong Polytechnic University.2002,34-52
[2] R. Duane Ireland,Michael A. Hitt, Deepa Vaidyanath. Alliance Management as a Source of Competitive Advantage[J]. Journal of Management.2002 28(3)
[3] Adler, L..Symbiotic Marketing [J]. Harvard Business Review. 44 (November 1966). 59-71
[4] P."Rajan"Varadarajan.Symbiotic Marketing Revisited[J].Journal of Marketing.50 (January 1986).7-17
[5] P."Rajan"Varadarajan and Cunningham,Margaret H..Strategie Alliance: A Synthesis of Conceptual Foundations[J].Journal of the Academy of Marketing Science.23(4),282-296
[6] Moore, James F.. The Death of Competition:Leadership Strategy in the Age of Ecosystems[M]. NY: HarperCollins
[7] Williamson,Oliver E..Markets and Hierarchies:Analysis and Antitrust Implication[M].New York. The Free Press
[8] Smith KenG., Carroll,Stephen J. and Ashford,Susan J..Infra-and Interorganizational Cooperation: Toward a Research Agenda[J].Academy of Management Journal. 38(1),7-23
[9] Anderson, James C.and James A. Narus.A Model of Distributor Firm and Manufacturer Finn Working PartnershipstJ].Journal of Marketing. 54(January),42-58
[10] Turner Gregory B.,LeMay Stephen A., Hartley, Mark and Woods, Charles M..Interdepcndence and Cooperation in Industrial Buyer-Supplier Relationships[J]. Journal of Marketing Theory and Practice. 8(1), 16-24
[11] Louis P. Buckling&Sanjit Sengupta. Organize successful co-marketing alliance[J]. Journal of Marketing Vol.57,1993.3,26-43
[12] Teece. Competition cooperation and innovation[J]. Journal of Economic Behavior and Organization. 1992,1 -25
[13] Sonia Dickinson and B.ramaseshan.An investigation of the antecedents to cooperative marketing strategy implementation[J] Journal of strategic marketing,2004,71-95
[14] Gulati,Ranjay. Alliance and networks[J]. Strategic Management Journal. Vol. 19, 1998,29
[15] Eric W.K.Tsang. Motives For Strategic Alliance:A Resource-Based Perspective, Scand[J]. J. Mgmi. Vol. 14. NO. 3,1998
[16] V.A.Zeithaml .Consumer Perceptions of Price, Quality and Value:A Means-end Model and Synthesis of Evidence[J],Journal of Marketing.Vol.52,July 1988, 2-22
[17] M.Treacy,F.Wiersema. The Discipline of Market Leaders[M]. London,Harper Collins, 1995
[18] Woodruf.Customer Value: the Next Source for Competitive Advantage[J] Journal of the Academy of Marketing Science.25(2),139-153
[19] Stuart, Toby E.. Network position and Propensities to collaborate:An investigation of strategic alliance formation in a high-technology industry [J] . Adminstrative Science Quarterly. Vol.43,1998,668
[20] P.M.Simpson,J.A.Siguaw,T.L.Baker.A Model of Value Creation: Supplier Behaviors and Their Impact on Reseller-Perceived Value[J] .Industrial Marketing Management.Vol.30 ,123
[1] 罗炜．企业合作创新理论研究[M]．复旦出版社．2002年12月第1版，104
[2] 蒋国平．企业联盟高失败率原因分析及其成功之路[J]．现代财经．2001年第01期，58-60
[3] 袁纯清．共生理论及其对小型经济的应用研究[J]．改革．1998年2月，101-105
[4] 萧灼基．必须重视当前我国经济中存在的几个深层问题[J]．中国科技产业．2002年，15-16
[5] 卜华白，高阳．共生理论及其对企业战略联盟构建的启示[J]．衡阳师范学院学报．2005年第04期，31-34
[6] 赵红，陈绍愿，陈荣秋．生态智慧型企业共生体行为方式及其共生经济效益[J]．中国管理科学．2004年12月，第12卷第06期，130-136
[7] 厉新建．中国民航系统饭店纵向战略联盟的构建模式[J]．中外酒店．2004年5月
[8] 王玉臣．共生营销——企业营销策略的现实选择[J]．企业改革与管理．2000年第07期，37-38
[9] 郭学玲．浅论共生营销策略[J]．克山师专学报．2003年2月，12-13
[10] 薛大勇．营销新模式——共生营销[J]．中国经贸．2000年第02期
[11] 迈克尔波特．竞争战略[M]．华夏出版社．1997年1月第一版，33-34
[12] 冷志明．基于共生营销的思考[J]．市场论坛．2005年4月，38-39
[13] 陈耀．联盟优势——21世纪企业竞争新形态[M]．民族出版社．2003年3月第1版，19
[14] 马松林，邢伟琳．共生营销策略探析[J]．经营管理者．1997年第07期，32-33
[15] 郭锦墉，魏毅．基于共生的农业产业化经营各主体协同营销的思考[J]．江西农业大学学报．2004年06期，944—947
[16] 牟俊生，刘志超．也谈合作营销[J]．江苏商论．2004年第01期，46-47
[17] 李梅，谭力文．并购还是联盟：企业外部成长战略的选择[J]．科技进步与对策．2005年1月，94-96
[18] 程兆谦，徐金发．购并与战略联盟的比较研究[J]．决策借鉴．2001年4月，第2期第14卷，2-4
[19] 史言信．我国发展企业战略联盟的问题及对策[J]．当代财经．2002年第3期，68-71
[20] 井浩涌，吕洪兵．顾客价值理论分析[J]．大连铁道学院学报．2002年23(2)，85-86
[21] 贾平．企业动态联盟[M]．经济管理出版社．2003年，68
[22] 埃德·瑞格斯比．发展战略联盟[M]．机械工业出版社．2003年1月，40-41
[23] 曲波，田传浩．基于平衡记分卡的战略联盟绩效评价框架[J]．技术经济与管理研究．2005年第01期，56-57
[24] 胡正明．市场营销学[M]．山东大学出版社．2000年12月，384-386
[25] 吴洪刚，朱淋强．“双赢”理念下的共生营销[J]．煤炭经济研究．2001年第06期，62-64
[26] 林祖华．21世纪市场营销新战略[J]．江苏商论．2003年第06期，130
[27] 张瑜东．关于我国企业实施共生营销战略的思考[J]．广东经济管理学院学报．2005年4月，第20卷第02期，31-34
[28] 刘颖娟．博奕论与共生营销战略[J]．技术经济与管理研究．2001年第01期，108
[29] 余镜怀．论企业间网络共生营销[J]．统计与决策．2001年5月(总第137期)
[30] 王玉臣．企业的共生营销战略[J]．企业活力．2002年，30-31
[31] 许剑雄．企业营销新策略——共生营销[J]．企业经济．2001年第09期，80-81
[32] 肖山．事半功倍的营销新模式：共生营销[J]．会计月刊．2001年，07-08
[33] 杜春霞，李国锋．营销新热点—共生营销[J]．商业研究．2002年2月(下半月版)总第240期，101-102
[34] 查文宇．优势互补的共生营销[J]．经营管理者．1997年第02期，39
[35] 牛琦彬，郑仕敏．略论战略营销联盟[J]．石油大学学报．1997年第03期，23-25
[36] 张小飞，张豫生．论企业战略联盟伙伴选择的基本原则[J]．同济大学学报．2002年10月，第05期，36-40
[37] 崔永刚．基于AHP的企业战略联盟合作伙伴优化选择[J]．天津商学院学报．2004年1月，第24卷第01期，17-20