The International Strategic Alliances Between China's Manufacturers And Foreign Retailers

This thesis mainly expounded that when foreign retailers entered Chinesemarket, how the China's manufacturing industry to get further developmentby this opportunity through establishing strategic alliances with these foreignretailers;And the China's manufacturers enter the international market, howto cooperate with the local foreign retailers in the target market by thestrategic alliance.The first part pointed out the importance of China's manufacturersestablishing the international strategic alliance with foreign retailers both inChinese market and in the international market. The second part explainedsome elementary knowledge about the international strategic alliance. Thethird part presented the general forms of the international strategic alliance.The fourth part stated the present strategic alliance for the China'smanufacturers. Firstly this part presented two successful alliances for exampleto depth the strength of strategic alliances, the second part stressed thesuccessful strategic alliance for the China's manufacturers in the internationalmarket. The fourth part expounded that China's manufactures should carry onbrand strategy and establish complete supply and marketing network to attractforeign retailers to come into alliances with them. At the same time, theChina's manufacturers should establish the suitable management system forthe international strategic alliances .And the last part stated the crisis everhappened in the strategic alliance between P&G and Wal-Mart in the order topoint out the difficulties the China's manufacturers should face whenestablishing alliances with the foreign retailers and the solutions to solve thedifficulties.