联合营销作为近年被企业广泛采用的一种营销策略,是营销方式上的创新,为企业获得更大的竞争优势提供新的方向和契机,是实现双赢的一个有效工具和方法。本文论述了联合营销的内涵及动因;并从产品联合、价格联合、渠道联合和联合促销四个方面分析联合营销的策略要点,总结联合营销的潜在风险及应对风险的防范机制。 As a kind of marketing strategy widely adopted by enterprises in recent years, co-marketing is an innovation in marketing mode, which provides a new direction and opportunity for enterprises to gain greater competitive advantage. It is an effective tool and method to achieve win-win situation. This article discusses the connotation and motivation of co-marketing. It also analyzes the key points of co-marketing from the aspects of product combination, price combination, channel combination and joint promotion, and summarizes the potential risks of joint marketing and the precautionary mechanism to deal with the risks.