产品多样性、集群的联盟营销和团体营销--以汕头澄海"见客制"营销模式为例

本文以汕头澄海"见客制"为例,在salop环状城市模型中引入产品差异性,通过这个扩展模型,对集群的两种营销模式(联盟营销和团体营销)进行了分析.本文的主要结论是,集群的营销模式与产品的差异性有关,随着集群产品差异性的演变,集群的营销模式也会随之演变.当集群产品差异化较大的时候,厂商更愿意采取联盟营销,反之,厂商会采取团体营销.另外,本文给出了最优的团体营销规模.

Product Diversification, Alliance Marketing and Team Marketing of Cluster-Representative Model of Shantou Chenghai

This article constructs a model by introducing product differentiation into the Salop model and analyzes the two forms of clusters(alliance marketing and team marketing) with extended model,exampled by the Representative(jian ke zhi) in Chenghai of Shantou.The main conclusion is that cluster marketing is related to product differentiation.Marketing form of cluster evolves as the product differentiation.Manufacturers prefer alliance marketing when the product differentiation is relatively large.Otherwise,team marketing preferred to alliance marketing.In addition,the article proposes the optimal size of team marketing.