| Economic globalization has become a reality in today's world, Market environmenthas become increasingly fierce, and who holds the marketing of the initiative, which willbe able to get a strong marketing competitiveness, access to their competitive advantage.Cooperative marketing came into being, especially between the cross-industry cooperation,use the power of partners, cooperation with partners to expand the market, share resources,so that it can to reduce the risk of business competition, the purpose of enhancing thecompetitiveness of enterprises, resources can complement each other. How to choose theright marketing partner is a major key, in order to achieve a real sense of the powerfulcombination, to achieve win-win situation. This cross-industry collaboration based on thepremise of marketing, the choice of partners conducted in-depth analysis.Firstly, under cross-sector co-marketing partner's election research situation in-depthanalysis, proposed the places where worth learning, also pointed out the inadequacies. Atthe same time, co-marketing partner of choice under the relevant theoretical knowledgeprovides an overview and analysis, including co-marketing, cross selling, and the graysystem theory, the Delphi method, for the following evaluation index system provides atheoretical basis.Secondly, through systematic analysis the specific characteristics and influencingfactors of cooperative marketing, proposed the partner selection evaluation system underthe co-marketing industry. Through the comparison of evaluation methods, ultimatelydetermine the methods of evaluation gray cluster; build a cluster of gray-evaluation model,as the following case study provides a quantitative basis.Lastly, use the specific cases as empirical analysis, quantify the various indicators,full use of the gray clustering evaluation model, and prove the model for cross-industrycollaboration in the marketing business partners under the choice to use to achieve goodresults. |
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