The Research On The Commercial Channel Alliance Mode Of Shareholding System

Western companies have been witnessed new transformation in their international management strategy since 1990s. Such a conspicuous trend features continuous establishment and vigorous development of strategic international alliances, the theme of which is set as "worldwide cooperation among multinational companies". The drastic and turbulent management environment issues rigorous challenges as well as provides pleasant opportunities for Chinese enterprises. To gain further growth, Chinese enterprises should have proper knowledge of purposes and operation mechanism of strategic alliances. Furthermore, they should find a particular management way fit for themselves, which is a future competition strategy as well as a key for their future healthy development.In this thesis, the author suggests making full advantages of information technology to establish a large-scale channel alliance nationwide. Such an alliance, capable to take initiative from service providers such as upper-stream suppliers and physical distribution companies, will finally integrate itself into the international market through mutual complement and optimized allocation of resources. His suggestion, with a channel alliance he has organized as the background, is based on the actual conditions of Chinese market channel. The thesis, divided into five chapters, has main contents as follows: In Chapter 2, in addition to the introduction of the purposes and advantages of strategic alliance, the author presents new opportunities brought by new technologies and new economy, and suggests the establishment of limited channel alliance in China relying on information technology. In Chapter 3, with a QQ channel alliance he has participated in as a case, the author analyzes the reasons why the alliance has failed, and brings forward the essential benefit demands and conditions for alliance building and running. In Chapter 4, based on the lessons of QQ alliance failure, the author designs an organization structure scheme to organize and manage functional departments and the whole limited channel alliance. He also introduces the requirements of participation and expansion of terminal allies, the outsourcing of physical distribution depending on shared information network, and the building of e-supply-and-demand chain of the whole alliance operation. In Chapter 5, the author introduces the characters of interest distribution among allies, the analysis of market theory-based systematic operation and detailed methods to enhance terminal distribution capability.In Chapter 6, the author theoretically brings forward the initial-stage establishment mode of Chinese limited channel alliance. Linking with the accumulating trend of five large industries in China, he analyzes the feasibility of organizing channel alliance. Furthermore he advises that current favorable situation should be fully taken advantage to actively develop channel alliances which will finally possess capability to develop toward internationalization.