Research On The Relationship Between Co-marketing Cluster Firms Attitudes And Behavior

With the industrial clusters is becoming an important form of spatial organization of regional economic development, scale effect and synergistic effect brought about by industrial clusters gradually being recognized. Industrial cluster phenomenon has become an engine of regional economic development at home and abroad with the propeller. In recent years, with the development of industrial clusters, some industrial clusters such as Qingdao footwear industry cluster, Qingdao garment industry cluster, Haining leather and warp knitting industry clusters, Changshu apparel, footwear and other industrial clusters in the country a considerable big influence. However, from the cluster of individual enterprises, the interlinkages between internal corporate are infrequent, cooperation is mainly for marketing cooperative behavior from the vertical industry chain, and for cooperation between the transverse companies are not many, synergy clusters have not been able to reach full play. How to improve the level of internal co-marketing has become a serious problem cluster enterprises.In this paper, micro-enterprises for the cooperative attitude of the individual co-marketing to start from the cluster, through field visits and survey research to understand the relationship between the cluster of individual enterprises and cooperative attitude and cooperation between marketing behavior. Accordingly, the cooperative attitude of hope from internal corporate starting to identify relevant factors that can affect the behavior of co-marketing and make theoretical proposals. Therefore, this study first the theory, system theory and theoretical overview of related concepts for industrial clusters, co-marketing of industrial clusters, as well as the attitude of the theoretical aspects of the relationship between attitudes and behavior in order to determine the theoretical basis of this study. Then, combined with the actual situation for the theory of literature review and a cluster of enterprises, to determine the dimensions and variables related research. For co-marketing cooperative attitude, learn psychology and consumer behavior in attitudes to divide the co-marketing cooperative attitude is also classified as affective, cognitive and behavioral tendencies in three dimensions, and inter-firm cooperation with the significance and role, the importance of the cluster atmosphere of cooperation and supporting systems, enterprise resource integration between complementary or importance, consistency between the business philosophy, personal relationship between enterprises, trust of partners, willing to invest the time in terms of cooperation, willing to long-term cooperation with other companies, willing to help other businesses those nine operating variables to measure; In the co-marketing activities, to use of the traditional 4P marketing theory, namely product, price, promotion, channel and information-sharing those five dimensions to measure. Finally, the empirical analysis of the data obtained empirical analysis, the ultimate proof cooperative attitude of emotional, cognitive, behavioral tendencies dimensions are for cooperative marketing activities have positive impact And the importance of the three dimensions of behavior tendency for the most, followed by emotion, emotion is the worst At the end of the study, for studies on the behavior of the cluster co-marketing companies take specific advice, accordingly hoping to make the conclusions of this study can provide the basis for the reference in the development of industrial clusters co-marketing theory and practice in all aspects.