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dz̸ЭͬӪҽҩгӪеӦ

ʱ:2018-09-14 11:38:
ĵһƪdz̸ЭͬӪҽҩгӪеӦõ,4PsӪϲΪۻ, Ȩ͹ϵӪ, ϸЭͬӪҽҩгӪеۺӦ, CPsӪϲ (4Ps+2P+C)

ժҪ4PsӪϲΪۻ, Ȩ (Political Power) ͹ϵ (Public Relationship) Ӫ, ϸЭͬӪ (Cooperative Marketing) ҽҩгӪеۺӦ, CPsӪϲ (4Ps+2P+C)

ؼЭͬӪ; CPsӪϲ; ҽҩгӪ;

ҽҩгӪͼ

ҽҩгӪѧݱ, ҵΪĵӪѧԲƷΪĵĴͳӪ;Թ˿ΪĵӪѧ᳤ԶΪĵӪѧԹ˿ΪĵӪѧ, ִӪҽҩƼķչ, ЭͬӪӪϵӪ֪ʶӪΪδҽҩгӪơ

4PsӪϲΪۻ, Ȩ (Political Power) ͹ϵ (Public Relationship) Ӫ, ϸЭͬӪҽҩгӪеۺӦáЭͬӪӢΪCooperative Marketing, Ϊ“C”, CPsӪϲ (4Ps+2P+C)

, ҽҩг͹רƷڡҩзͶ١гҵص, гҽҩͷ׷װǺIJҵ, ӴIJҵͶ, ӹ˾ӪΧ, Ӵ (˾) ڲ֯ЭͬӪ, Դгģ, ׬ȡ

Ŀǰ, йҽҩҵҽҩҵࡢзƷͬǿͶ˲Ʒҡܹʣص, ۺCPsӪϲ, ҹҽҩҵ, ߳, ʺСҽҩҵ

һҽҩгЭͬӪĸ

(һ) ЭͬӪ (Cooperative Marketing) ĸ

1. ЭͬӪ

ָ˾ () ڲͬ㼶ͲŹͬЭ, 󻯹ͻԴȹؼԴ, ʵֶͬһͻزƷ, Դﵽ󻯡

2. ЭͬӪ

ָҵҵЭͬϵ, ͬƷơгΪĿ, ַгͼƻĵ, Ӷȡ˫ӮӮӪģʽ

() ҽҩгЭͬӪĺ

ҽҩЭͬӪһֺĺӪϵͳ, ҽҩҵͨˮƽػصҵӪﵽҵ˵Ŀ, ͬӪᡣ

ҽҩгЭͬӪҪģʽ

ЭͬӪ, Ϊδҽҩгķչ, ͬʱҲ͸6PsӪϲԵÿһ֮, ¼档

(һ) ƷĿЭͬӪ

ٴҩΪ, ѡٴҩ, ҩҵٴҩIJƷ, ѡеļҩƷÿʹüװ, ЭͬƷĿӦٴ, ٴϲüβƷư̲ҩϡĿǰܵҽҩƵ, ƷĿЭͬӪһѶ, дҩҽҩŽһĹͨҩ鷽, ʹ“ʹ”ԭ, Эͬ, éҩƾЭͬ67ζҩƶɡ

() ҩƷ۸ЭͬӪ

Ŀǰ, йҩҵҹҽҩгص, ڽгʱ, ʹõͼ۾۲Ʒ, ԵͬƷļ۸ռг, ҵ֪Ժ, ҵƷͶгԲƷ۸Ϊͻƿ, ʵֵͶ˲ƷЭͬƷЭͬӪ

() ӪЭͬӪ

1. ҽҩҵҵЭͬӪ

ָҽҩҵҵ֮䡢ҽҩҵҽҩͨҵ֮Լҽҩҵҽҩҵ֮ЭͬӪ

1) ҽҩҵҵ֮ЭͬӪ

(1) Ӧϵҵ֮ЭͬӪ

漰ԭϺͰƷҵ֮䡢ԭϼƷƷҵ֮ЭͬӪ

(2) ٴҩҵ֮ЭͬӪ

ԴٴҩҩƷҵ֮ЭͬӪ

2) ҽҩҵҽҩͨҵ֮ЭͬӪ

(1) ҽҩҵѡʺϱҵƷҽҩͨҵЭͬӪ

(2) Ǵҩ (OTC) ҵ, Ŷ, ҵҩꡢҽԺЭͬۡ

3) ҽҩҵҽҩҵ֮ЭͬӪ

ҽҩҵֻҽҩƷIJִ () ͨҵֻЭͬҵ, ſԼʱ׼ȷؽҩƷʹնг

2. ҽҩҵҵЭͬӪ

1) ҵʻ (ƶ) ƽ̨ЭͬӪ

(1) ҵʹB2BB2CO2Oģʽ, 齨Լվ, Эͬҵͬչ

(2) ҵվ, Эͬվͬչ

2) ҵݲҵЭͬӪ

Ŀǰ, ܶҽҩҵƵŶ, Эͬݲҵͬչ

3) ҩƷʹùߵЭͬӪ

Ϊ˷ҩƷٴʹüߵļͥʹ, ҩҵӦЭͬҩƷٴʹùߵҵ, ͬӪг, ΪǿڷƬķ÷, ڷƬҵӦһˮ, ˮҵЭͬӪ

ЭͬӪ÷Χ

Ҫǿ, ЭͬӪ (CPsӪϲ) ֻʺʲƷҵ֮ЭͬӪ, ܾ, ܾˡ

, ЭͬӪֵCPsӪϲ, δҽҩгӪһ͵Ӫģʽδҽҩͨ, 𵽺Ҫ, ָҵ뷢չǿ֧ܹ֡Э˾ () ڲ֯/ҵĺϵ, ҲЭҵҵ֮ϵ, ʹҵԴ˴Դ, һ廯Эͬչ

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