| In the 80'of 20th century, enterprise alliance began to flourish in western developed countries. Enterprise can optimize the resources and gain the sustaining competitive advantages with the members' business adjusted or combined through the alliance.With the rapid development of worldwide economy, alliance has become an important company strategy against competitive. After allying, how to integrate the resources and attract the customers is the critical factor to success.This thesis analyzes the circumstances and characters of enterprise alliance through the alliance definition, classification and relevant theories. Then it summarizes the alliance's essence of competition and also briefs the differences of competitive strategies between single enterprise and alliance. Finally, based on these studies, we bring out the three main factors to analyze the competitive strategy of enterprise alliance. Fistly, as a special competitor, enterprise allicance need to consider how to attract coustmers. Secondly, it has the capability to affect external environments by participating in the standards and policies'release, so it need consider how to get and optimize the external resources too. Thirdly, for it is not a standard bureaucracy, in order to improve itself's competitive capabilities, it need to find the better method to optimize the internal resources.Based on analysis of the enterprise competitive strategy, this thesis makes an example of TD-SCDMA Industry Alliance and gives the suggestion of competitive strategy. First, it analyzes the external environments and internal environments of TD-SCDMA Industry Alliance by using PSET tool. Then it summarizes its advantages, disadvantages, opportunities and threats by using SWOT tool. Then, we give the position anlysis of TD-SCDMA, and finally, with the result of SWOT and the analyis of enterprise competitive strategy, we raise the customer attraction strategy, which is to develop basic services with cost leader and develop value-added service with differentiation leader. According to this total strategy, the external resources optimization strategy is to promot the devolpment of TD-SCDMA Industry Alliance to a high position if China can hold 3G telecomunication standard, then to get the support of Chinese and international policies. The internal resources optimization strategy can consider from IP and stracture management. |
