Study On Marketing Synergy Of Group Company

Group Company to pursue synergy is essential and also has its advantage. It is proved that marketing synergy can gain more benefit than the synergy in production and research etc., so it is very important to study how to realize marketing synergy in Group Company. This study is aimed to discuss how to find marketing synergy relevancy and how to realize marketing synergy for Group Company through methods like literature research, seminar and questionnaire survey etc.The premise of marketing synergy relevancy is that there must be marketing resemblance which determines by product correlation, customer homogeneity and market extent. Based on the resource theory and with the help of value chain method the marketing synergy relevancy can be found easily. Because the resource is different marketing synergy can be divided into there kinds: tangible marketing resource synergy, intangible marketing resource synergy and competence marketing resource synergy and each one has its own ways to practise. Through the comparison of the key factors for the success of marketing can determine the synergy relevancy is agree with the core marketing competence of parent company or not and the priority of the synergy.This study has elaborate analysis of the practice of different marketing synergy means such as the advantages and disadvantages of which with the help of seminar and questionnaire survey. Tangible marketing resource synergy includes to unionize the same office and after-service department, intersect sales and share logistics, which are affected by product correlation and market extent, and the evaluation part can be carried out by aspects such as customer, operation and cost; Intangible marketing resource synergy includes to have promotion and advertisement together based on the brand which are affected by coherence of the target customer and the position of the brand, and the evaluation part can be carried out by aspects such as expense, effect, profit and market competence. Competence marketing resource synergy aims to share and improve marketing skills through sharing and transferring the marketing staff, working together and cooperation, which needs to establish credit and motivation mechanism and intramural human resource market, and the evaluation part can be carried out by aspects such as the behavior of the share of stuff, the performance of work team and the transfer of marketing skill.The process of realizing marketing synergy is affected by the company's strategic plan and control, organization structure, relevant policies and the synergy environment. From the strategic aspect the HQ must drive the synergy actively, set down the uniform strategic objective and control accordingly. From the organizational aspect the company should strengthen control and management, design and optimize the organization structure, establish relevant motivation policy. From the cultural aspect the company should establish credit mechanism and strengthen the integration and management of the culture.