在纵横交错的现代经济生活中,企业之间相互影响和制约,甚至是共存共荣,这就决定了企业(包括同行)之间不仅存在着竞争关系,也必然存在着合作的可能性。本文首先介绍了合作营销的含义,分析了合作营销产生的理论背景和现实背景,提出了合作营销的实施策略以及实施合作营销时应注意的几点问题。 In the criss-cross modern economic life, the mutual influence and restriction between enterprises and even the coexistence and common prosperity determine that there is not only a competitive relationship between enterprises (including peers), but also the possibility of cooperation. This paper first introduces the meaning of cooperative marketing, analyzes the theoretical background and realistic background of cooperative marketing, puts forward the implementation strategy of cooperative marketing and several problems that should be paid attention to when implementing cooperative marketing.