面对日趋激烈的外部竞争环境,国外企业之间开始从竞争转变为合作竞争关系,在营销方面的合作也成为企业获得竞争优势的另一个重要手段。论文通过对三种营销合作理论的对比分析,力图充实营销合作理论,并对我国企业营销合作的实践提供参考。 Faced with an increasingly fierce external competition environment, foreign enterprises have begun to change from competition to cooperation and competition, and cooperation in marketing has become another important means for enterprises to gain competitive advantage. Through the comparative analysis of the three marketing cooperation theories, the thesis seeks to enrich the theory of marketing cooperation and provides references for the practice of marketing cooperation in Chinese enterprises.