The Strategic Alliance Research Of The FAW JiLin Automobile Co.Ltd

The concept of the strategic alliance was put forward by J.Hopland the president of American DEC Company and R.Nigel the expert of management at the earliest stage. Strategic alliance that establishes through various contract mean organization from two or more than two enterprises having equal footing economic power for attain together strategic target of own the market. The resources share, advantage repairs with each other, the total load of risk is the characteristics of strategic alliance. The strategic alliance is self-moving much, not constrained; the member of the strategic alliance still keeps the management independence of the original enterprise. 1. The reason of the strategic alliance formation Promote the competition ability of the enterprise Today in the product technique dispersion, have no latest technique that enterprise can own a certain product of production over a long period of time. The enterprise depends on the ability for depend on one only and can hardly own active power of the competition. Therefore, the counterplan of most enterprises adopts the exterior resources as far as possible. A way of doing that typically is to establish the strategic alliance with other enterprises Share the risk and acquire the economic scale The exterior environment of the vehemence fluctuation puts the enterprise forward in the research and development to request as follows: Shorten to develop time, lower the development cost, dispersion the development risk. Build up the strategic alliance can avoid of repetition labor and waste of resources of the enterprise in the course of research and development. At the same time, market and technical globalization, put forward to carry on the request of the global production in the very big scale and several professions. Build up the strategic alliance is an important path that carries out the economic scale. Keep competitions from excessiveness Along with the enlargement of the permeate strength and the exaltation of the market shares of the big enterprise, the market partition end should come to an end for the time being between the big enterprises. At this time, if the big enterprise continues to launch the unfair competition, not only lowering each from of earnings level, but also resulting in nobody wins easily. For avoiding lose the position in future competition, avoiding the dispute, by building up the strategic alliance, strengthening the cooperation, the enterprise can manage the agreeable market, the common maintenance competition order. 2. The appearance and the classification of the strategic alliance According to the dissimilarity that the degree participates, the strategic alliance generally is divided into two types: Strategic alliance of the ownership of a share type. Mainly is refer to partnership form that the ownership of a share participate, is divided into strategic alliance hold the ownership of a share on an equal footing occupancy and strategic alliance hold share mutually. Strategic alliance of contractual type. Mainly mean on the contractual foundation of, don't involve the partnership form that ownership of a share participate. Among them unite the research development and consociation the market activity is most widespread. The most familiar form includes: The technique exchanges agreement The alliance member's communicates of the technique data mutually, by the study of "knowledge" to strengthen competes by the real strength. The research development cooperate agreement Share the ready-made research result, use the research facilities and produce ability together, infuse into various advantages into the alliance, develop new product together. ? Produce and marketing agreement By sign the agreement, produce and sell the same product. This kind of agreement does not make each member's property scale, organization structure and management way change, the member still keeps independence, even compete mutually at the outside of negotiate prescriptive realm. The industry moderate agreement. The industry alliance system of the overall cooperation and division of labour is seeing in high-tech industry more. According to the alliance member's dissimilarity in the value chain link, the strategic alliance generally is divided into three types: Strategic alliance of cooperate research development type. This is the cooperation at produce and study develop realm's launch. The enterprise that participate the alliance makes use of the comprehensive advantage of the alliance well, sharing the resources to conduct, moderating mutually, developing new product, new material and new techniques together. It is a kind of actively strategy to foresee. Strategic alliance of resources fills vacant post type. Strategic alliance constitute with own Upper stream activity and the Downstream activity of the other parties. There are two kinds of situations here: Oneis constitute by multinational company that own the special technical, for the sake of the alliance that enter the oversea market or make use of the sale network of the other party; Another is a kind of a strategic alliance of consociation of the enterprise and customer. Strategic alliance of market marketing type. It is more widely accepted realms, such as automobile and servicing business...etc., mainly make use of each other each from the value downstream link within system, namely marketing network. Its purpose lies in the efficiency of the exaltation market marketing and the ability of the market controls. This alliance take reducing the indetermination factor influence of the environment as the purpose, not exaltation that passes the core ability to satisfy the request, as a result it is a kind of negative feedback strategy. According to the dissimilarity of the multinational alliance member's position the strategic alliance is divided into the type of accept and the type of repairs with each other: The type of accept multinational strategic alliance is also called the mutual benefit alliance. It exists much in bigger difference enterprises; it is the lower class alliance stage, its purpose lies in the realization to enter to the market of the other party but is not for dealing with the market competition, the alliance that it not belongs to resist. The type of repairs with each other multinational strategic alliance is the higher class alliance stage, it appears in of the same profession, the equal development level enterprises, and its characteristic is a strong and strong consociation. The point of departure of the alliance lies in obtaining the advantage to repair with each other and raises the market competition ability. It is placed in the invincible position in resist of very strong market competition by expect, the alliance that it belongs to resist. 3. Three steps of the strategic alliance of valid establishment: Choose fit strategic alliance colleague. The basic condition of a fit alliance colleague is: Can bring the technique, technical ability that this enterprise hopes earnestly. Can carry out the knowledge risk share and new market enter. Still need to notice, compatible on the culture, the enterprise of the likeness compares the enterprise of have the bigger cultural difference even suit to become cooperate colleague. The design and the negotiation of the alliance. Because the alliance colleague's usually exists since dual relation that cooperates and competes, the both parties reply the concrete process of the cooperation and as a result carry on negotiation carefully. Beg the greatly homology, leave the small difference, strengthen the trust.