Exploration On Theory And Practice Of Cluster Marketing

In industrial cluster, the relationships between competition and incorporation are close among enterprises, making them full of energy.China Light & Textile Industrial City of Shaoxing provides a sharable marketing platform for the small & mid enterprises in the local industrial cluster, which gives a great support to the development of the local industrial cluster. In the Interviewing Clients Mood, foreign-trade companies introduce merchants into the toys industrial cluster of Chenghai, Shantou, and allow manufacturers to deal with them directly. And interviewing Clients Mood avails the medium- and small-sized enterprises to divide work specially, increase efficiency, decrease their marketing invest, and get the advantage of low marketing cost. Large- and medium-sized shoe enterprises in the shoe industrial cluster of Wenzhou have joined up to explore oversees markets forwardly, and protect their own rights together.To sum up, cluster marketing is that lots of companies in industrial cluster are connected by some coordinated mechanism as an organic collectivity to share resources of cluster, and explore markets with the great power of cluster. The emergence of cluster marketing is on complicated backgrounds, and it is the result of the marketing competition among enterprises of cluster. Further more, it has changed the traditional management of enterprise , provided them many competitive advantages, and been an effective way for enterprises to explore markets and develop. So cluster marketing can enhance cluster competitiveness, and promote the development of regional economy. However, there are several obstructions in the way of marketing cooperation. Kinds of measures can be taken to boost the forming and development of cluster marketing.