The Research On The Marketing Synergy Of Parent-Subsidiary Corporation Based On The Resource Theory

Along with the development and evolution of market economy, the enterprise group is playing the more and more vital role in social development. As the most important organization forms of the enterprise group, the research could be found everywhere. The synergy theory is regarded the root of Parent-subsidiary Corporation organization to come into being since it has produced and the research on the synergy effect between Parent-subsidiary Corporations is more and more idiographic.As the key aspect in enterprise survival, the marketing plays the vital role in enterprise developing process. It is considered by the theorists that the marketing already was no only the pure business of commodity and service, but also the factor which has the strategic status to gain the core competitive power for enterprise. However the research on the marketing synergy of Parent-subsidiary Corporation still rests on the simplex level such as the sales synergy, channel synergy and brand synergy. As one of the most important concepts in the strategic marketing field, marketing force is the syntheses resources embodiment of such resources as human, financial, material resources and so on which the enterprise has in the marketing stratification level. Looking from the marketing force, the marketing synergy between Parent-subsidiary Corporations includes the product force synergy, brand force synergy, channel force synergy, coordinated force synergy and execute ability synergy.The key factor for the enterprise to achieve the success is to obtain the long-enduring competitive advantage, however the marketing synergy factor between Parent-subsidiary Corporations can not bring the competitive advantage to the subsidiary company. Some synergy factors which are easy to be imitated can not have the special value. The marketing synergy factor between Parent-subsidiary Corporations which can bring the competitive advantage to the enterprise is called the strategic marketing synergy factor. The strategic marketing synergy factor has such characters as the scarcity, difficulty to be imitated, dynamical and so on, and be affected by the product life cycle, product profession type and the market goal localization simultaneously. The resources theory believes that resource is the foundation to realize the enterprise competitive advantage. Similarly, resource is the foundation to realize synergy effect between Parent-subsidiary Corporations. Predecessor has carried out massive research on the resources of enterprise and along with the market change, the enterprise resources are divided into eight kinds again such as financial resources, material resources, human resources, technological resource, brand resources, organization resources, channel resources and information resources. The different marketing synergy effect needs the different resources' support and the marketing synergy effect between Parent-subsidiary Corporations should match with the enterprise resources.The strategic marketing synergy factor is the important guarantee for subsidiary company to achieve the successful. When the parent company has the resources which match with the strategic marketing synergy factor, it may provide the stronger support force to the subsidiary company, which can bring the competitive advantage to subsidiary company. At the same time for the dynamic of strategic marketing synergy factor, the parent company must adjust its own superiority resources to bring continues competitive advantage for the subsidiary company according to the change of market environment.