多产业间企业合作营销——以蒙牛与超级女声的合作为例

合作营销使各个企业之间实现优势互补，从而提高市场竞争力。本文首先介绍了合作营销的概念、特征及类型。其次分析了我国多产业间企业合作营销的现状。接着运用STP、SWOT等理论对合作营销模式进行了分析，并指出了主要影响因素：企业营销战略——合作起点与核心，组织学习能力的培养——合作关键，创造新的企业文化——合作的灵魂。然后以蒙牛与超级女声的合作为案例，分析了合作营销的优势和不足，最后针对我国合作营销领域的发展，提出了四项策略建议：合作营销需要足够的胆量与决策力；合作营销需要足够的创新；合作营销应注重执行力；合作营销应强化诚信机制。希望本文能为相关企业提供一定的借鉴。
关键字：合作营销；营销策略；蒙牛与超级女声

Multi-industry Enterprise Co-marketing
——Taking the Case of Co-marketing about Mengniu and Super Girl
Abstract: Co-marketing makes the enterprise to achieve the reciprocal advantages, so as to improve the market competitiveness. This paper first introduces the concepts, characteristics and types of co-marketing. Secondly introduces the multiparty inter-industry co-marketing current situation. Thirdly use the STP, SWOT theory to analyze the co-marketing. And point out the main factors: the enterprise marketing strategy—cooperation starting point and core; organizational learning ability—cooperation key; create a new culture—the soul of cooperation. Then using the case Mengniu collaborates with Super Girl to analyze the advantages and disadvantages of co-marketing. Finally according to our country’s development in the field of marketing, I give four strategic proposals: Co-marketing needs enough courage and decision-making power; Co-marketing needs enough innovation; Co-marketing should focus on execution; Co-marketing should intensify the integrity mechanism. Hope that this paper can provide a reference for relevant enterprises.

Keywords: Co-marketing; Marketing strategy; Mengniu and Super Girl
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