| Since the 1980s, companies especially multinationals in US and European have had to adjust their competitive relationship between them faced with strong competitive pressures, which is gradually from opposition and competition to massive competition and cooperation. Among them, one of the main forms of cooperation and competition is to establish strategic alliances between the enterprises. At the same time, due to the growing competition in the market, kinds of businesses cost of many domestic enterprises in sectors is becoming more transparent, and meanwhile the profit of company declined obviously. In order to expand market share, reduce the cost, have complementary advantages and improve the competitiveness, many enterprises prefer to adopt a strategic alliance to achieve their purpose. Z company is a private enterprise which established in 1999, its main business is welding line for BIW (body in white). As a senior company in BIW field, Z company already has a history of more than sixteen years. In this wave of the vigorous development of the automotive industry, Z company is facing a number of development opportunities but also many challenges. As to seize the opportunity to have sustained and comprehensive development with its own strengths, and also to expand their market share, to reduce costs, to overcome weaknesses as well as to avoid risks, Z company formed a strategic alliance with the F company and B company, so as to make it bigger, stronger and occupy a favorable market position, and also to promote tripartite weaknesses, mutual benefit and win-win situation through cooperation.Through reading, summarizing, analyzing relevant literature and based on sorting out the relevant strategic alliance theory reviewed, the methods that theoretical analysis and case studies, macroscopic analysis and specific case analysis are used to comprehensively analyze the strategic alliance group of Z corporation with F and B companies in detailed, which as to find the best alliance development strategy between enterprises through the analysis on the alliance. In this paper, the strategic alliance theory is applied to analyze the reasons and effectiveness achieved of strategic alliance formed, and thinks that there are adequate alliance motivation and need for strategic alliance of Z corporation with F corporation and B corporation, and the strategic alliance is thought as to create the conditions and opportunities to accelerate the development for the three firms. And also this present analyze the internal problems existing in the strategic alliance of Z corporation with F companies and B Group, and while analyzes the better effectiveness of the union, it also points out that there are some issues within the strategic alliances, such as unequal status, poor communication, not significant complementary advantages, significant differences for culture, scheme incompleteness of union and lack of mutual trust.Based on the comprehensive analysis, this paper put forward clearly the type and characteristics of strategic alliance of Z corporation with F and B companies. And then six suggestions are presented for improving the Z company’s strategic alliance, including convening regular group meetings, building trust mechanism, enhancing information and resource sharing platform, improving the distribution mechanism of interest, strengthening the responsibility restraint mechanisms of alliance members and strengthening the integration of corporate culture and values. On the one hand, the results of this research is hope to provide some practical guidance for improving the strategic alliance of Z corporation, on the other hand as well as the certain reference value for building strategic alliances of the companies in the same industry. |
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