进入20世纪90年代，合作营销日益引起理论界和企业界的关注，国际著名学者肯尼思·普瑞斯提出“以合作求竞争”的新观念，并指出，在国际互联网等新的动态环境影响下，“一种新的全局战略，包括企业与顾客之间的关系、企业与供应商之间的关系以及企业的内部关系和工作过程。产 In the 1990s, cooperative marketing increasingly attracted the attention of theorists and business circles. The internationally renowned scholar Kenneth Prius proposed a new concept of “competition and competition” and pointed out that in the new dynamic environment such as the Internet Under the influence, “a new global strategy includes the relationship between business and customers, the relationship between companies and suppliers, and the internal relationships and working processes of enterprises.