营销渠道战略联盟形成动因研究

本文在国内外文献综述的基础上,指出研究营销渠道成员之间形成联盟的原因是具有理论和现实意义。接着本文从供应商之间、经销商之间、供应商与经销商上下游和经销商与供应商下上游之间等四个角度研究营销渠道战略联盟的形成动因。     

横向联盟中合作伙伴资源投入决策分析

当前联盟的成功率较低,其中一个主要因素就是合作伙伴资源投入量较低。影响合作伙伴资源投入的因素很多,如利益分配形式、市场回报率、联盟类型、监督成本等等。本文在联盟竞争的框架下分析了利益分配形式对其的影响,并将两种利益分配方式的效果进行了比较。结果表明在不同的情况下,利益分配形式对其的影响以及各自的效果都有所不同,甚至在某些时候采取平分收益会促进联盟成功。     

Strategic Motives For International Alliance Formation*

This paper considers the strategic motivation for international alliance formation for a sample of UK firms with partners in western Europe, the United States and Japan. the relative importance of a set of strategic motives is identified and related to extant theory. A parsimonious set of strategic motives for the sample studied is provided by means of factor analysis. the paper identifies the main strategic motives for alliance formation by UK firms as intrinsically linked to the market and geographical expansion of the firm and that the main strategic motives are underpinned by the theories of strategic positioning and organizational learning. This study also finds that some of the often suggested motives for alliance formation found in the literature, in particular aspects of risk reduction associated with new projects, appear not to be particularly important motivating factors. Hypotheses are tested on the relationship between the relative importance of individual strategic motives and a number of characteristics of the sample - contractual form of the alliance, relative partner size, primary geographical location of the venture, industry of the alliance and partner nationality. Implications of the findings for future theorizing on alliances and their motives is identified.     

转型期汽车营销异业联盟实施策略研究

异业品牌联盟是转型期汽车企业寻求突破的营销创新战略。本文对汽车营销实施异业联盟战略的流程进行分析,阐述了异业联盟间的产品策略、价格策略、促销策略和服务策略。     

小议非股权战略联盟

本文由介绍战略联盟的发展及形成机制入手,引出非股权战略联盟的含义,在介绍非股权战略联盟的性质及特性的基础上,提出非股权战略联盟自身的不稳定因素及针对这些不稳定因素的防范措施。     

企业绿色管理障碍分析与绿色战略联盟的构建

绿色管理是企业实现可持续发展的主要管理模式。构建绿色战略联盟,借助外力促发展,是我国企业实现绿色管理的有效途径。基于对我国企业目前推行绿色管理的障碍分析,提出了企业绿色战略联盟构建的主要方式和原则,认为应从政府作用、联盟治理机制、联盟参与者选择、联盟文化等方面加强绿色战略联盟建设。     

论基于顾客联盟的核心竞争能力培育模式

传统的战略理论的假设顾客是企业的外部变量,因此各理论学派都企图从企业内部培育出核心竞争能力。但在市场高度扰动的环境下,企业仅仅依靠内部资源是很难在市场上获得独特优势。所以企业需把顾客纳入企业管理的范围内,建立自己的顾客联盟,并在此基础上培育核心竞争能力。     

技术创新战略联盟管理风险控制

分析了技术创新战略联盟中的管理风险因素及产生原因,并论述了管理风险因素与技术风险因素、资金风险因素、利益风险因素、市场风险因素和道德风险因素的关系,得出技术创新战略联盟的管理风险因素对联盟运营管理成功与否具有重要影响的结论。根据管理风险起因和管理风险与其他风险间关系两方面,提出了技术创新战略联盟针对管理风险控制的具体措施。     

INFORMATION PROCESSING IN STRATEGIC ALLIANCE BUILDING: A MULTIPLE-CASE APPROACH*

Strategic alliance building has proliferated in many industries in recent years. This research focuses on the dynamic aspects of the alliance building process that have been neglected in previous research. the study examines how organizations process information during strategic alliance building and how the effective management of uncertainty and equivocality is linked to alliance success. Analysis of qualitative and quantitative data from a multi-case study leads to a proposed model of information processing in strategic alliance building and research propositions. the research propositions suggest that strategic alliance success is facilitated or impeded by a number of factors including the selection of information-processing mechanisms, the management of alliance building momentum, political activity, and information-processing structure. These factors collectively form information-processing environments that are linked to the success or failure of the alliance. Successful alliance building efforts seem to require adaptive information-processing environments that alter information-processing mechanisms to match information-processing needs.     

整合营销理论在无锡物流企业品牌建设中的应用

无锡物流业发展具备较好的基础条件和广阔的市场空间,但没有真正铸造自己的品牌。因此,需要用整合营销理论指导物流企业服务品牌建设,通过客户忠诚度的维护和提高、实行一站式服务、构筑营销战略联盟等方法,塑造无锡物流企业自身的品牌形象,增强无锡物流企业的市场竞争力。     

The Dynamics of Alliance Conditions in the Alliance Development Process

One of the key issues in understanding the developmental processes of strategic alliances is how the alliance conditions change over the different stages of alliance development. A related question concerns the nature of the co-evolutionary dynamics of alliances in terms of their constituent partner firms. In this article we propose an integrated process model of alliances that is based on alliance conditions, allianc developmental stages, and an alliance system comprising co-evolutionary elements. We suggest that alliance conditions, or the key characteristics of an alliance at any given moment, link the alliance environment (firm characteristics) and the alliance development process. We also explore how specific patterns of alliance conditions have differential impacts on the interactive elements of the alliance co-evolutionary system.     

联盟合作关系中的信任及其规制效果的理论分析

战略联盟合作伙伴之间都坚持诚信并不是一个均衡解,任何一方的不守信都将触发战略联盟的非合作行为,并导致战略联盟失败,因而强调基于信任的联盟合作关系的动机性治理并不是可靠的机制,它不能准确显示联盟成员的真实守信水平,也忽视了战略联盟的资产投入和经济利益的影响。     

基于NetLogo平台的电子商务国际化仿真研究

随着全球经济一体化的发展,电子商务的国际化成为一种必然趋势。电子商务国际化受目标国市场环境和竞争市场环境的影响,企业走向国际化的方式通常有内生性扩张、兼并和战略联盟三种。由于内生性扩张对企业的自身实力要求比较高,且国际化周期比较长,所以文章主要是利用NetLogo软件对兼并和战略联盟两种国际化方式进行模拟分析。首先对影响国际化的单个自变量进行模拟仿真,然后通过对多变量的分析来调整分析结果,进而比较兼并和战略联盟给企业带来的收益,为企业的决策提供参考。     

Interpartner Legitimacy in the Alliance Development Process*

abstract We propose a framework to understand interpartner legitimacy in strategic alliances. Interpartner legitimacy is the mutual acknowledgment by the alliance partners that their actions are proper in the developmental processes of the alliance. We argue that interpartner legitimacy is needed for cooperation to achieve alliance objectives. We propose three types of interpartner legitimacy – pragmatic, moral, and cognitive legitimacy – and discuss the dynamics of these three types in the formation, operation, and outcome stages of alliance development. Further, we discuss the salience of interpartner legitimacy in different alliance types. Finally, we derive propositions for further research, and discuss strategies that alliance managers can adopt to develop interpartner legitimacy.     

消费者视角的品牌联盟评价概念模型构建与验证

品牌联盟是一种普遍应用的营销战略，但其理论研究却相对滞后，集中在有效性验证和影响因素分析方面。品牌联盟概念模型是对品牌联盟课题进行系统研究的基础。参考现有的概念模型，构建了一个较为完整的品牌联盟评价模型，相对已有模型，增加验证了顾客感知利益、延伸适应度及品牌脆弱性对品牌联盟评价的影响以及它们之间的交互影响。数据分析结果显示，顾客感知利益、延伸适应度及品牌脆弱性主要通过品牌态度对品牌联盟评价产生影响，同时，由于与顾客感知利益间存在交互影响，产品适应度对品牌联盟评价的直接影响并不显著。     

浅析供应链战略联盟柔性战略管理一体化

通过对现阶段供应链战略联盟运营过程中存在的障碍进行描述,重点分析了影响供应链战略联盟进行战略管理的最重要的三个因素-环境、执行者和流程,从而构建供应链战略联盟柔性战略管理一体化的支撑体系、管理框架,并详细阐述了该一体化体系的实施过程。     

Using social media for efficient brand marketing: An evaluation of Chinese Universities using Bilibili

As the higher education market becomes increasingly competitive, Chinese universities are competing to develop brand marketing programmes on social media platforms, with significant differences in performance. This paper divides universities’ social media marketing processes into two stages: the production-operation stage and the marketing communication stage. It constructs a two-stage data envelopment analysis (DEA) model to evaluate the brand marketing efficiency of 296 Chinese universities on the Bilibili video-sharing platform to provide strategic proposals for social media marketing. The results show that 10 universities perform efficiently in the production-operation stage, while 11 universities perform efficiently in the marketing communication stage. The gap in marketing efficiency is relatively large across Chinese universities. Most universities perform unsatisfactorily because of their redundant input or insufficient output. To improve the brand marketing efficiency on Bilibili, universities should pay more effort into quality rather than quantity of input, produce high-quality videos continuously and build and maintain fan loyalty.     

Cooperation Costs,Governance Choice and Alliance Evolution*

abstract While researchers in alliance management have identified the duality of cooperation and control within alliances, comparative governance scholars have not yet developed a coherent framework for relating the costs of cooperation to governance choices. This paper proposes a theory of cooperation costs highlighting the importance of joint task complexity, interpartner diversity, equity and strategic implications on the perception of alliance value and the formation and evolution of hybrid governance structures. A tolerance frontier is used to predict conditions for alliance failure both ex ante and after formation, as well as conditions under which an alliance will evolve once formed. The framework is illustrated through an analysis of the initial structuring and subsequent changes in the NedCar alliance between Mitsubishi Motors and Volvo, and implications for further research are discussed.     

基于企业战略联盟的稳定性研究

本文就战略联盟的形成动因及稳定性问题作了阐述,进而讨论了导致战略联盟不稳定的几个因素,并提出了一些有助于企业间信任与合作机制建立的途径。     

会计行业产学研战略联盟的基本问题研究

在界定产学研战略联盟和会计行业产学研战略联盟的内涵基础上,分别探讨会计行业产学研战略联盟与会计教育和培养应用型会计人才的关系;接着从企业、高校和科研院所的视角分析会计行业产学研战略联盟对其内部盟友的效应。