대기업과 중소기업의 상생을 위한 관계마케팅전략 : 공급사슬의 협력체제 중심으로

This is the age of the global economy in which resource supplies, product markets,and business competition are worldwide rather than purely local or national in scope. The growing strength and penetrating of these businesses worldwide are viewed by some as potential threats to national economies and to their local business systems,labor markets, and cultures. Increasingly, competition is not between companies but between marketing networks, with the prize going to the company that has built the better network. The purpose of this paper is to identify the relationship and present status of large and small companies reviewed on the previous studies and government policy. It is also to examine the obstacle factors of win-win collaboration between large and small companies. Then to improve win-win collaboration of them, relationship marketing strategy, supply chain management strategy, and the benchmarking of developed countries' cases are provided for the implications of marketing strategies. Therefore, win-win collaboration between large and small companies should be based on trust and commitment for their survival and growth.