The Study On Influence Effect Of The Cluster Enterprise's Move To Co-Marketing

Under the accelerating on the process of trade globalization and theeconomic region cooperation, the environment of cluster enterprises' ischanging, and the inner insufficient and outside restraint of cluster isexposing day by day. Based on the above statement the clusterenterprises' development are facing the resources restraint. In order toseek the resources the further development needs, and this tendencybecomes increasingly fierce especially after 2000. It is lots of clusterenterprises moving out caused the governments and the theorists'attention, and this problem becomes a hot spot study at present. Thecluster network looks like a symbiotic system from the angle of network.The cluster enterprise's competitive power is attribute to the conformityof the resource and faculty in the cluster, and is developed by theenterprises' cooperation, so the cooperation is one of important factors ofcluster enterprises' development. But there rarely has theoretical researchabout the effect of cluster enterprises moving with the co-marketing. Thisarticle attempts to discuss the effect of cluster enterprises, moving to theco-marketing from the symbiotic angle, and provides some pieces ofadvice to the developing of Zhejiang cluster enterprises.The cluster enterprises move is a special form of position adjustment,and is the enterprise's value chain activity in the spatial change. Itchanged the firm's market position, the consumer partial, the environmentrule and the feasible way of technology progress. The massiveenterprise's move changed the cluster network denseness and transitivity,and this elongates or breaks the cooperation path and affects theco-marketing efficiency. This paper discuss the effect about clusterenterprises' move on co-marketing of the existent cluster enterprises and moved enterprises from two aspects of theoretical and empirical research.First, the paper reviewed the relevant theories about enterprise move fromdomestic and international research, and proposed the paper theory andresearch route; then, on the base of the relevant biology theory andcooperation theory, induced four dimension of the influence of clusterenterprises move to co-marketing, namely Dependence, Trust,Communication, Contribute. Through the investigate of 150hardwareenterprise's in Yongkang, the paper study the influence mechanism anddegree of move to the co-marketing on the foundation of confirms aboutthe four influence dimension. Finally, according to the researchconclusion about the effect of cluster enterprises' move to theco-marketing of the existent cluster enterprises and moved enterprises,the paper put forward the correlation suggestion to the government andthe enterprise.The main innovation of this paper is the validaty of four influencedimension of the cluster enterprises' move to the co-marketing that derivefrom the symbiotic theory and the content of co-marketing, which namedDependence, Trust, Communication, Contribute, and make the analysis ofthe co-relationship between the co-marketing content which are localbrand, co-placing, co-promotion, co-innovation and the four influencedimension by the empirical research, and conduct the conclusion of theinfluence mechanism and degree of cluster enterprise to the co-marketing;According to the conclusion of research, this paper put forward somemaneuverability correlation suggestion to the government and theenterprise.