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China’s Overall Marketing Strategy Enterprise Cluster Research

Author: MaJie
Tutor: ZhengZhao；LiuJuQin
School: Xiangtan University
Course: Business management
Keywords: Enterprises cluster Marketing strategy Largest industry in multi-brand model
CLC: F279.2
Type: Master's thesis
Year: 2009
Downloads: 167
Quote: 1
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Abstract


The development of enterprise clusters has been a hot issue, both at home and abroad in many disciplines, experts and scholars of the phenomenon of enterprise clusters that have had a strong interest, including geography, sociology, industrial economics, marketing and so on. This paper attempts to modern marketing from the perspective of the overall research enterprise cluster development strategy, hoping to give the Government a number of substantive recommendations enterprises In this paper, the overall marketing strategy of the clusters is essentially the cluster as a "business" approach, emphasizing further refined cluster division.Market, research and development, production, marketing, etc. as part of the cluster expansion of the scale of individual isolated. These areas will be isolated from a group of highly professional business, organization re-formed. In this way, the division of labor within the cluster will be more clear, will greatly enhance the production efficiency. However, these clusters also need to have separate businesses, organizations, through a certain way and then combined to form a series of strategic business unit of the cluster, the strategic business unit within the cluster through their respective re-positioning to operate independently.However, this cluster will continue to face joint difficulties and obstacles. This paper analyzes the difficulties and obstacles, and finally made the big industrial model of multi-brand strategy. Largest industry in multi-brand strategy emphasized the cluster model in the overall co-operation to further enlarge and strengthen the cluster, the cluster does not exclude the existence of a number of contradictions. Through the coordination of these contradictions, we can create a number of corporate brand. To create clusters within the corporate brand to a large extent, can prevent the sort of free-rider problem of regional brands, as well as the clusters in our emphasis on internal cooperation, also stressed that healthy competition within, in addition to the various business units also maintained a relative independence.

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CLC: > Economic > Economic planning and management > Enterprise economy > Companies around the world economy > China
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