Study On The Cooperation Partner Choice Of The Production And Sale Strategic Alliance Based On Asymmetric Information

Since the midst of 1980s,a conspicuous phenomenon-the enterprise alliance that cooperates for competition has been rising and developed floufishingly,so a new trend has formed gradually in the management field.That is the new strategic model with the feature of both cooperation and competition has replaced the former model that only puts stress on competition.Generally it is believed that,the strategic alliance is one kind of strategic partnership that is made up of two enterprises or above voluntarily in the market,and the partnership is loose and takes the contract form as the link,pursuing long-term,common,reciprocal benefits.The strategic alliance of the production and sale is one kind of strategic alliances,and it is a way to sign an agreement between the party "produce" and the party "sell" to form the risk and benefit alliance body,according to distribution tactics and game rules to develop the marketplace together,to take on the marketplace responsibility and risk commonly,to administrate and norm the sell behavior commonly,to share the selling profit commonly.That is,the specific production enterprise and the specific circulation enterprise sign the contractual relationship based on the long-term transaction relations and form the specific alliance behavior.Consequently by the information sharing,the organization way is promptly to provide the commodity to satisfy the consumer demand.In the process of the production and the sale,in order to win the bigger market share,it usually appears all kinds of competitions which must seek each kind of cooperation.The production and sale strategic alliance is the synthetic embodiment of the competition and the cooperation.In various production and sale alliance,each kind of conflict can unceasingly produce,this needs to coordinate and control the conflicts characterized by the competition and the cooperation.Along with the establishment of our country market economy system,the difficulty of the enterprise participating in competition to adapt the big circulation and the big market is increasing.The superiority of the single enterprise has not been able to meet the needs in the intense market competition,and the modem competition needs the supplementary of the superiority of many enterprises.But the production and sale strategic alliance can realize the reasonable flow of the storage property and the optimum composition of the product structure.At the same time,it also can realize the circulation of the commodities fast,unimpeded and effectively,and to enable the enterprise to develop the market and promote the competitive ability.At present,the recognition of our enterprises to the partner choice of the production and sale strategic alliance is insufficient,which is an important reason to cause the defeat of the production and sale alliance.Many unsuccessful examples lack the specialized ability in this essential domain. Because of the pressure of the competition,many enterprises often don't know the cooperation partner to establish the alliance,finally ended in defeat.In addition,the maaagement level of the enterprises lacks the experience and the correlated knowledge in the partner choice aspect,then to cause the improper choice to the partner.Choosing the appropriate partners is the most important condition to the development of the production and sale strategic alliance.If the partner can not be chose correctly,and it can not achieve the goal of the enterprise alliance,even also can cause the losses to all partners.Because the tides of the strategic alliance are the independent economic entities mutually,whose interior has the dual mechanism function of the market and the administration,but its management does not need to depend on the administration like the combined purchase.Therefore,whether the cooperation side can cooperate sincerely,and whether the alliance goal is consistent,it has the decisive influence to the success and the failure of the production and sale strategic alliance.Obviously,when setting up the strategic alliance,the choice problem of the alliance partner to the success of the aniance is very important.The production and sale strategic alliance is to realize taking on the risk altogether and sharing resources through the close cooperates of the both tides of the production and sale,finally sharing benefits.The alliance realization must take the cooperation and the trust of the both sides of the production and sale as a foundation,it will certainly to be helpful to straighten out the production and sale relations,making the both sides of the alliance realize the importance of the cooperation. Only has chosen the correct production and sale alliance partners,the both sides of the production and sale take the double winning as the goal,centralizing the superiority of the production and sale, and to participate in a higher level market competition by the both sides of the production and sale, so as to win the relative competitive advantage.Therefore,choosing the appropriate production and sale alliance partner is the key factor to win in the intense situation of the market competition.This article has given the systemic discussion to the partner choice problem of the production and sale strategic alliance,on the basis of the former people's job,information economics has been applied to the research of the game between the production and the sale partner.The production has more information than the sale,which results in the production adverse selecting sale.This article tries to study the problem systematically and construct the adverse selection model.At the same time, it gives the quantitative analysis to the choice problem of the affecting alliance partner and how to conquer adverse selection to make income to maximization.At the last,this article has given some suggestions to the cooperative partner choice problem of the production and sale strategic alliance of our country.