快消品企业品牌联盟伙伴对联盟绩效的影响

快消品市场的竞争愈发激烈，寻找联盟伙伴、建立品牌联盟成为快消品企业未来发展的引擎。基于战略联盟伙伴“3C”原则，即兼容、能力和投入，结合快消品企业特征建立快消品品牌联盟伙伴特征指标体系，根据联盟实践活动情况和伙伴特征要素归纳出3种品牌联合模式，最后探讨了伙伴特征与联合模式交互对联盟绩效的影响机制。研究表明，企业前期对伙伴企业特征因素考量会影响联盟模式和实践活动，且伙伴特征要素在联盟绩效与影响联盟之间具有路径传导作用。

The Influence of FMCG Enterprises' Brand Alliance Partners on Alliance Performance

The competition in the FMCG market has been becoming more and more fierce. Looking for alliance partners and establishing brand alliances becomes the engine for the future development of FMCG enterprises. Based on the principle of "3C" of strategic alliance partner, the FMCG brand alliance partner characteristic index system is established based on the characteristics of FMCG enterprises, and three brand alliance modes are summarized according to the alliance practice and partner characteristic elements. Finally, the influence mechanism of the interaction between partner characteristics and alliance mode on alliance performance is discussed. The results show that the consideration of partner''s characteristic factors in the early stage will affect alliance mode and practice, and partner''s characteristic factors have a path conduction effect between alliance performance and influencing alliance.