A Research On Complementary Marketing Faced R To Complementary Marketing Assets

There is core issue about enterprise marketing management that how to adopt theexternal resources, and build cooperation between cross-enterprises andcross-industry, and build a network related to customer value, and strive to share morecustomer value. Considering the marketing assets is the combination of enterprisesmarketing activities and external business entities’ grouped assets, it is a beneficialattempt for this relative issue by focusing on enterprises’ marketing assets, andconducting a depth research about the marketing practice about marketing theory ofassets.Since the late nineteen nineties, the Professor Rajendra K.Srivastava from EmoryUniversity in United States is the representative of the marketing assets genre whomade a series of theoretical research. But the debates about marketing asset definition,configuration management, measurement of evaluation, and orientation of marketingare still in progress. This debate restricts the application of marketing assets theory inoverall marketing theory, and it also delay the development of marketing assetstheory.Under this researching background, this research paper has used literatureanalysis, mathematical analysis and case analysis method, also based on thecomplementary theory that combined with the current marketing theory of assets,value network marketing paradigm theory, customer asset driving factors theory,looked forward a complete definition of complementary marketing assets theory,emphasized on facing complementary marketing assets management, establishedcomplementary marketing integration framework, created customer complementarynetwork value as the center of the complementary network, promoted the cooperationbetween enterprise and complementary entities, and achieved greater customer equityshared values.This research paper has empirically tested conceptual model of the impact ofcomplementary effect to create that based on the case study of Chinese well-knowntravel insurance company.This research paper drew the following conclusions:(1) Complementary marketing assets are the core product of marketing activitiesbetween the enterprises and their external complementary entities; the bridge betweencore product marketing and customer assets; the evaluation of marketing activities for creating important customer assets tools.(2) The network of complementary value is formed for sharing more customerasset marketing driving force, the deepening and developing of the valuable network.(3) Complementary marketing are the complementary of marketing assetmanagement for the complementary valuable network point of view, thecomplementary assets, the complementary network marketing, the customer value,the complementary network marketing strategy and relevant supporting system ofinductive, those conclusions were based on specific complementary marketingintegration framework for the understanding and implementing the reflected.(4) Complementary marketing implementation path frameworks are theinterpretation of complementary marketing integration frame, there extension coveredtwo core factors and four basic constitute for the main body of previous research thatfocused on the basic elements, enterprises have been endowed with new concreteimplementation ways and implementation tools.(5) Governance mechanism system emphasis on complementary marketingintegration framework of complementary network for effective management, andeffective management of the core objective is to solve the asset dependency andstrategic complementarities of governance issue.(6) The complementary evaluation system emphasizes on the evaluating ofcooperation effect in the complementary integration marketing framework. Acomplete complementary effect evaluation system includes partial evaluation systemand overall evaluation system.(7) The complementary entities type selection, the use of complementarycooperation and complementary marketing ability is affects the enterprisecomplementary effect of creating key factors.