Study On The Influence Of Brand Alliance Partner Characteristics On Alliance Performance

Partner selection is an important part of establishing cooperation in brand alliance,the different characteristics of partners will have a measure of impact on alliance performance.In this paper,FMCG industry as the research object,from the perspective of enterprise,did research on the influence mechanism of alliance partners' characteristics and different types of alliance enterprises on alliance performance.First of all,through the literature establishes the partner characteristics index system and alliance performance measurement indicators,and using expert investigation method to improve and verify the brand alliance partner characteristic index of FMCG industry and different partner characteristics' impact on alliance performance,finally established the alliance partner characteristic index in this study: Joint matching,Marketing ability and Relationship commitment.Then through the principal component analysis,the weight of each index and the weight of the three characteristics to the alliance performance index are established.Secondly,using the method of exploratory case study of Coca-Cola and Tencent,Coca-Cola and McDonald's successful brand alliance related cases,obtained the characteristics' advantages of different and the same industry of joint ventures.Finally,simulate the process of brand alliance by the simulation experiment,for the effects of different characteristics of the alliance partners on the performance and the impact of the corporate type on the performance.The results show that,when the enterprises adopt the brand alliance strategy Joint matching has positive effects on the increase of competitive advantage,the growth of market share and the degree of satisfaction of the process,Marketing ability has positive effect on the increase of competitive advantage and market share,a high degree of relationship commitment is beneficial to improving process satisfaction,enterprises in the same industry compared to enterprises in the different industry can bring a better priority to the enterprise alliance performance and the candidate enterprises in the same kind is more likely to reach a joint with the main enterprise.