WU Qingwen, ZHANG Mei, ZHANG Chiheng, ZHANG Chun
(Jingdezhen Ceramic Institute, Jingdezhen 333403, Jiangxi, China)

Abstract: In recent years, with the expanded cooperation between enterprises, the mechanism for enterprise cooperation has gradually been improved though still not without problems. Among them, those with marketing channel collaboration have become apparent. Therefore, measures seeking to prevent and resolve these problems will undoubtedly raise the efficiency of the enterprise cooperation and promote the development of industrial clusters. This paper takes Jingdezhen high-tech ceramic enterprises as examples to explore the prospects for the channel cooperation in the industry at home and abroad on the basis of the theories of relational marketing channels. Through an in-depth investigation into the current situation of the channel cooperation among Jingdezhen high-tech ceramic enterprises, the existing problems are revealed and the countermeasures to resolve them are proposed.

Key words: theory of marketing channel relations; channel cooperation; high-tech ceramics