我国产业集群营销渠道模式及其构建

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1、摘要产业集群是我国中小企业竞争力的基础，而企业和商品价值的最终实现要靠营销渠道，营销渠道的畅通与否直接影响产业集群的可持续发展。我国产业集群营销渠道只是针对产品销售形成的临时性交易关系，并不具有长期性和战略性。因此研究我国产业集群营销渠道模式及其构建具有较强的现实意义。本论文以产业集群营销渠道决策为主线，以回顾国内外相关文献资料为起点，通过对产业集群营销渠道内涵和特点的分析把握，提出产业集群营销渠道的主要利益相关者，并对其加入营销渠道的动因和约束机制进行分析；对典型营销渠道模式进行研究比较，并从不同集群的产业特点出发，分析产业集群营销渠道模式选择问题；对现阶段我国产

2、业集群营销渠道发展现状和存在问题进行分析，认为由于缺乏长期合作的意识和“搭便车”思想的存在，渠道成员不愿意对渠道的建设进行投资，成员间普遍缺乏信任以及对渠道的忠诚，而导致产业集群营销渠道不畅通的关键在于渠道主体不明晰，缺乏利益导向的激励竞争机制，提出产业集群要在核心企业和行业协会的领导下，通过加盟、契约合作、特许经营等方式组建专业市场，塑造区位品牌，并与集群外企业或中间商组成渠道战略联盟，充分调动各参与方的积极性、能动性，为集群产品拓展市场。关键词：产业集群利益相关者营销渠道战略联盟IAbstractIndustrialclusteristhecrucialco

3、mpetitivenessforsmallandmediumenterprisesinourcountry,whilethevalueofthebusinessandproductsisfinallyrealizeddependingonmarketingchannels.Marketingchannelshavedirecteffectsonthesustainabledevelopmentofclusters.However,atpresent,thedevelopmentofChina'sindustrialclustermarketingchannelsisa

4、tthestageofinterimtransactionwithoutlong-termstrategies.Therefore,studyonmodesandconstructionofindustrialclustermarketingchannelsisofgreatsignificance.Withthemainlineofmarketingchanneldecision-makingandthestartingpointofreviewingrelevantliteratures,thispaper,basedoncontentsandcharacteri

5、sticsofindustryclustermarketingchannels,proposedthemainstakeholdersofindustrialclustermarketingchannels,andanalyzedtheirmotivationandrestraintmechanisms;comparedtypicalmodesofindustrialclustermarketingchannels,andanalyzeddifferentmodeselectionsdependingonindustrialcharacteristics;studie

6、dthedevelopmentsituationandexistingproblemsofindustrialclustermarketingchannels,anddiscoveredthatduetothelackoflong-termcooperationawarenessandtheexistenceof"free-rider"thoughts,channelmemberswerereluctanttoinvestmentsinchannelconstruction,andthelackoftrustandloyaltyofchannelswascommonb

7、etweenmembers.While,atpresent,thereasonforblocksinChina'sindustrialclustermarketingchannelswastheillegibilityofchannelleadersandthelackofinterest-orientedmechanismtoencouragecompetition.So,itwassuggestedundertheleadershipofthecorebusinessesandtradeassociations,professionalmarke