关于我国企业实施共生营销战略的思考

企业在市场竞争日益激烈的国际市场上，以往所奉行的视竞争者为仇敌、彼此互不相让的竞争原则已成为陈旧的经营观念而逐渐被人们抛弃。共生营销战略以契约为纽带，通过企业间价值链的各环节的合作获得竞争优势。突破了传统的营销思路，实现双赢或多赢。本文探讨了我国企业实施共生营销策略的必要性与现实可能性。提出了实施共生营销战略的途径和对策。

A study of co-existing marketing strategy of enterprises in China

The principle of regarding competitors as enemies has been abandoned in the international market where market competition has become more serious. Linked by contracts, enterprises can procure competitiveness through adopting co-existing marketing strategy and cooperation. The strategy breaking down the barriers of the traditional marketing theories,can bring about profit to all the co-operators. The paper expounds the necessity and possibility of adopting the strategy in our country and proposes countermeasures.