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1、Abstract: Joint marketing refers to two or more brands or enterprises to carry out a variety of promotional activities through the sharing of resources, complementary strengths, so that the joint can be used up less of the cost of higher earnings. Now, more and more enterprises have begun making joi
2、nt marketing of this new marketing trump card. BILANG and small swans in-hand; Rongshida passionate embrace and Kodak; Coca-Cola and Founder marriage; Wahaha heroic king and worked hand in hand. These strong alliance and the successful cases to make people believe that: joint marketing and business
3、is a win-win war chariot. Key words: joint marketing Adaptation price mutually beneficial Access scale Joint marketing major types 1. Vertical joint marketing. Refer to enterprises with the vendor or external value chain of other enterprises of joint marketing. Most of the enterprises and suppliers,
4、 enterprises and channel members of the Joint .2002, in May, Sichuan Changhong for the publicity and promotion of a rear projection TV precision, Beijing Gome and shopping malls, commercial buildings Cuiwei organized by the “world I ever“ joint-marketing activities; Southern Airlines and Kelong Elec
5、trical began in 2002 aviation passenger and cargo logistics and many other businesses. 2. Lateral joint marketing. Means the vertical joint marketing opposite of the situation and an internal product or brand the joint. There are three general situations: . The two joint enterprises belong to differ
6、ent industries, there is no direct competition, this is the joint together and is now co-marketing mainstream. As we all know, “Little Swan“ and “BILANG“ In many tertiary institutions to offer the “Little Swan - BILANG“ Laundry. “BILANG“ detergent packaging reads: “Recommended first-rate products Li
7、ttle Swan washing machine“; “Little Swan“ in sales, it presented “BILANG“ detergent to customers to try. As “Little Swan“ and “BILANG“ are brand-name products, the two sides are not competitive, such a joint enterprise to produce brand-name marketing stack effect, to achieve a win-win situation. . C
8、ompetitive enterprises joint marketing. Although enterprises are directly competitive relationship, Joint marketing can still achieve a win-win situation. Saying goes, “People were hurting,“ But counterpart is not room for co-operation. Separate from the one organized enterprise product orders would
9、 like to see, it is difficult to attract more businessmen; And the number of joint enterprise counterparts, to demonstrate their products, in order to attract more businessmen from the former kind of view orders. Peer enterprises are also required to use one another, draw on each other to achieve a
10、win-win situation. Enterprises in the current peer many cases, this is an increase of the competitiveness of enterprises, an important avenue. . The same enterprise has different products or brands between the joint marketing. Implementation of a goods more licenses or a license, several enterprises
11、, often played in the joint enterprise marketing .2001 this trump card, the end of the year, the country held Konka TV, phone joint promotional activities, the purchase of Super TV consumers opportunities Konka handsets, Manifestation of the purchase of a cell phone consumers opportunities Konka TV
12、DVD, the high rate of winning. Joint marketing principles1. Mutually beneficial. This is the first joint marketing principles; Joint marketing is also the starting point and the fundamental motive. Wu-yue, whether China or China Unicom CDMA mobile phone production and the bundled sales are to their
13、respective interests come together. Mutually beneficial is not only as a direct increase in profits. And it is impact on the expansion of products and brand assets accumulation, the accelerated transfer of funds. 2. The same target market. Joint parties have the same basic goal of consumer groups; w
14、ill be easier to achieve satisfactory results. “Maybelline“ Run the lipstick discount coupons through “awkwardly“ contact lenses to its members to send the list of communications sent. Such joint marketing possible reason is because the two products have a common goal consumer groups are young women
15、. “Ka Loon“ brand edible oil and the “happy families“ licensing seasoning powder joint marketing is: Customers buy a bottle of oil and a seasoning powder, price can be 3.5 Yuan. Both products are targeted at consumer consistent access line sales, or even on the shelves of a promotion, so the result
16、is good. 3. Joint parties complementary strengths. In 2000, Coca-Cola and potato chips-you Beijing held” perfect mix of good taste“ marketing. We treasure the production of potato chips Beijing-Win Industries Limited Assistant Miss Coke can that Blended Coca-Cola is the soft drink; we are micro-salty snack foods, which can match the texture of mutual modulation. 4. Joint chooses the correct target. Joint enterprises in the vari
