合作潮流对营销模式的挑战

90年代以来，以合作求竞争成为企业管理的一种趋势，引起了企业管理理论和实践的巨大变化。由于以往的竞争导向的营销模式存在着种种弊端，营销理论也顺应这一潮流发生了实质性的变革，演变为合作竞争营销，它要求企业以全新的理念对待员工、客户、竞争对手等。对合作竞争营销进行研究，我国与西方国家几乎处于同一起跑线上，我国传统文化特征又赋予了我们得天独厚的优势，我们应抓住这一契机。

Challenges of Cooperation Tendency on Marketing Model

To compete by cooperation has been a tendency since 1990's and has led to great changes in the theory and practice of management. Due to the drawbacks of competition-oriented marketing pattern, Marketing has been accordingly innovated to be Co-opetition Marketing. It requires the companies to treat their employs、consumes、rivals with new attitude. To study Co-opetition Marketing the western countries and we are on the same base, while our traditional culture presents us with unique advantages. We should make good use of this momentum.