| With the development of the global economy, industrial clusters increasingly become an important pillar of the regional economic development. Whether in developed or developing countries, industrial clusters play an important role in the local and national economic development. Such as, Silicon Valley electronics industry clusters, information industry cluster and other high-tech industry cluster in Bangalore, India, the "third Italy" SME clusters, wine industry clusters and other traditional labor-intensive industry clusters in California, as well as ZhongGuanCun electronic industry cluster, DongGuan manufacturing industry cluster and ZheJiang SME clusters in China and so on.As a special form of industrial organization, Industrial clusters’essence is highly relevant industries achieve common development and maintain a sustainable competitive advantage through professional division of labor cooperation. This kind of efficient form of industrial organization not only help to reduce the cost of industrial development, improve the efficiency of production and operation and the advantage of competition, but also effectively break some bottlenecks such as the land, resources, environment and promote regional economic develop rapid, coordinated and healthy through accelerating the rational flow of talent, technology and other resources and optimizing the industrial layout, and configuration. Practice shows that the corporate co-marketing help to highlight and strengthen the combined effect of the clusters and the advantage of competition. Whether it is high-tech industrial clusters or traditional industrial clusters, the co-marketing of enterprises in the cluster have achieved a great success in driving the entire regional economic development and enhancing regional competitiveness.This powerful competitiveness makes local governments have put in each of the region’s industry cluster development plan and policy in the co-stimulation of in the pursuit of achievements and regional development.However, in the development the socialist market economy there has been some controversial views about the role which the governments have played in the development of industrial clusters. Some people think that the industry cluster is formed spontaneously by the market the government should not interfere too much, While some people believe that the government should follow the inherent law of cluster development, and actively promote rapid and healthy development of industrial clusters. In fact, as early as the late1970s, the new public management movement began in the United Kingdom has been re-defined the game of the government and the market. Both developing or developed countries has certainly affirm the indispensable position of the government and the market in the economic arena, government intervention in the economy and the market mechanism are two important and efficient means promoting the social development and achieving the growth of economy they are co-exist, mutual restraint, complement to each other. The practice of reform in each country or region has already confirmed and government’s efforts in response to the world financial crisis also has strongly confirmed this. The theoretical basis of the industrial clusters of government action is to compensate for market failure and system failure, However, the government’s intervention also can be failure sometimes, In recent years, local governments of china in the strategy of the development of industrial clusters in the local region, the dislocation, offside, absence of government functions is not uncommon, the result of which is to hinder the sound development of the industry of the region. Therefore, local governments how to play a role in this particular field of industrial clusters, especially in the promotion of the co-marketing of the cluster enterprises become an important issue to be solved by the local government in promoting the development of industrial clusters. In addition, in the context of different industries, with the local government more widely involved into the field of industrial clusters whether the role of government action makes differences or how the differences are become more urgent.This paper firstly sort out the relevant research literature about industrial clusters, cluster cooperative marketing and government behavior secondly explore cluster co-marketing mode, content as well as the need and the type of behavior of government behavior and other aspects and thus theoretically defined in this paper to explore the role of government behavior and cooperation between enterprises of the elements of the marketing. Based on the classic marketing theory and the special economic characteristics of the cluster, the paper covers the marketing elements of cooperation between enterprises with traditional products, price, channel, promotion of cooperation and information exchange, divides the behavior of the government into elements of support, marketing support, policy support, these acts provide for cooperation between enterprises marketing a wide range of support to meet the development needs of the enterprise. Secondly, through questionnaires and data collection, the paper compared and analysed the influence what the government behavior has exerted in the co-marketing of enterprises between the cluster of traditional industries and high-tech industrial clusters, the demonstration results show that elements of the government support, marketing support and policy support promoted the co-marketing of enterprises in the cluster and the role of government behavior are different in different industry context. Thirdly, take the research in the leather industry clusters in HaiNing and the electronic industry cluster in DongGuan as an example,the paper analysis the impact that government actions has on the co-marketing of enterprises in the traditional industrial clusters and high-tech cluster in China. Finally, combined the conclusion of empirical analysis and case analysis, give some marketing suggestion about the acts of government promoting the cooperation between enterprises of industrial clusters in traditional industries and high-tech cluster. |
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