| This paper is based on the theory of the strategic alliance, researching Chinese motorcycle industry reorganization and raising the construction of the Chinese motorcycle industry strategic alliance. The main contents are as follows:The first chapter is introduction. Provides an overview of the purpose of selection and practical significance and the related theories this paper used. Chinese motorcycle industry is facing unprecedented opportunities and challenges. Industry consolidation is inevitable. In such circumstances, Strategic Alliance Theory comes as a strong theoretical foundation of industry consolidation. The construction of Chinese motorcycles sectors of the strategic alliance concept comes after the analysis of the situation at home and abroad.The second chapter is strategic alliances theories, which is the basic theoretical support, introducing the basic theory that called strategic alliance theory. First we describe the strategic alliance's basic theory, including the concept of strategic alliances, the development process so far, and the formation of a strategic alliance of several basic forms and the development of strategic alliances. Then we analyze the factor of the strategic alliance establishment, which includes the external conditions and internal motivation of the formation of alliances, and the principle of the establishment.The third chapter is the empirical analysis of the strategic alliance example. We describe the development status of the international strategic alliance, together with the development process of the strategic alliance in domestic. We introduce the specifically cases : China's color TV summit this failure of strategic alliances, from the purpose of its establishment, process, effect until the breakup, summed up their negative experiences in establishing successful strategic alliances warning. Finally once again shows that strength of the establishment of strategic alliances, and reached an inspiration to our enterprises.The fourth chapter is Chinese motorcycles industry status and the problems ahead. This part we analysis the Chinese motorcycle industry's current situation. First we outlined the situation of China's motorcycle industry, that the motorcycle industries in China are promising; there is a big market in the former and a big space for development. The development process of motorcycle industry is introduced in the following part: market specific stage, the market expansion phase, and the market split stage. Then we forecast the recombination of the market which will occur in the next process that the industry faces integration. Motorcycle manufacturers have also been changes in the status now, the Chinese motorcycle manufacturers increased owing to the degree of concentration of the past, with part of the increase. This integration provides a good foundation for the future.After this we analysis the future development of the Chinese motorcycle industry, and expound competitive advantages and disadvantages of China's motorcycle industry.Advantages: big production and market scale, low prices, increased technological equipment level, marketing services network has initially built, production support system gradually improved. Disadvantages: The low level of scale and poor economic results; lowtechnological content, low grade products and low reliability; weak brand competition, no world's Brand; Weak export capacity to generate foreign exchange earningsIn this final chapter, describes the Chinese motorcycle industry problems that exist inside.1. The awareness of intellectual property rights needs improved2. Increased cost increasing the burden on enterprises3. A price war waged from domestic to abroad4. Non-motorcycle city continued increases5. Lack of medium and large Automobile-emissions-volume motorcycle These issues are all to be solved in Chinese motorcycle industry during industry consolidation that must be addressed.The fifth chapter is the idea of establishing a strategic alliance of the Chinese motorcycle industry which is the most important part of the paper. First is the analysis of China's motorcycle industry has had the internal motivation of establishing a strategic alliance. Many motorcycle manufacturers have different scales and ability. In order to avoid vicious competition or have the unhelpful price war, Chinese motorcycle industry have to standardize the market, enhance innovation, establish an effective strategic alliance to usher in a second spring. Moreover, the country's "11th Five-Year Plan," says that the motorcycle industry should comprehensively implement the scientific development concept, enhance our capability for independent innovation, and following a new road to industrialization. They should readjust the industrial structure and product mix adjustment for the 2020 motorcycle production to lay a solid foundation by changing from a big produce country to a power one. After the part are the thoughts and suggestions to the establishment of Motorcycle Industry strategic alliances including model selection and the problem to be take care of. Choosing a rational mode of strategic alliances, to avoid the problems of adverse factors is part of this study.In the third section of this chapter, the suggestion is raised to establish the after-sales service Union of the Chinese motorcycle industry. First describe the status and the necessity to build up the union. Then verify the method that how enterprises should opt to join the Union, and further demonstrated that the Chinese motorcycle industry to establish strategic alliances is reasonable.The sixth chapter is the conclusions and outlook. In this chapter we sum up the advantages and necessity of establishing a Chinese motorcycle strategic alliance. In the meantime, we reveal the profits and cost changes after the establishment, using a visual geometry. At the end, once again shows that despite some uncertain risks of establishing a strategic alliance, speaking on the entire industry, it will certainly bring significant advantages and a bright future for China's motorcycle industry. |
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