Study On The Influence Mechanism Between Alliance Ability And Alliance Performance Of Trade Circulation Enterprises

Under the background of network economy,the emerging marketing and trading methods such as experiential marketing,micro-marketing and e-commerce rise rapidly,and the market competition is intensifying.It is common for business enterprises to enhance their competitive advantages effectively by participating in the competition.The alliance becomes a popular management strategy.The existing research on the alliance between trade circulation enterprises is not enough;the theory is far lag behind the practice.The existing theory has a limited guide effect on the participation of the enterprises in the alliance.Therefore,majority of enterprises cannot achieve their expected strategic objectives after participate in the alliance,and eventually lead to the failure of the alliance.Based on this,this paper chooses trade circulation enterprises as research object,aims to explore the mechanism by which alliance ability has an impact on alliance performance.It is essential for enriching theory research about the trade circulation enterprises alliance,and avoid alliance failure.Based on the theory of resource-based organizational learning,this article determines research variables and their relationships through literature review and case research.Next,we quantify the variables and design research questionnaire,and then we analyze the research data with AMOS 17.0 and SPSS 19.0 to verify the hypothesis.The result shows that:(1)the alliance capabilities,including partner selection ability,communication ability and coordination management ability have a significant positive effect on alliance performance.The stronger the alliance ability is,the higher the enterprise alliance performance will be;(2)among the three dimensions of alliance capability,coordination management ability have the strongest influence on enterprise alliance performance;(3)relationship capital has a significant positive influence on organizational learning,meanwhile,the relationship capital and organizational learning play an intermediary role in alliance capability and alliance performance,namely alliance capability influence alliance performance through relationship capital and organizational learning.