The Study And Practical Analysis Of Constructing Strategic Alliance In Household Appliances Industry

As the arrival of the whole world economic integration, market competition becomes more and more intensive day by day, so as the electrical appliances industry. The industry profit margin is quite low, and the product becomes homogeneous, moreover the industry faces the rise of raw material price such as the steel price, as well as the reality that the electric power is short. So we must pay special attention to the press of the increase of the cost. Furthermore along with China joins into WTO, more strong and competitive enterprises have come into Chinese market, and it brings much crisis to our electrical appliance industry. As the result, domestic enterprises have taken various measures to face the mutative surroundings enable themselves to hold the small space in the intense market competition.As the new enterprise organization pattern, the strategic alliance obtained the vigorous development since the 1990s. It relies on its so many characteristics such as boundary fuzzily, the loose organization, the existence of both competition and the cooperation, and the highly effective operation, so it can not only prevent the enterprises competing excessively, but also can help the alliance enterprises to realize the superiority complementarily, taking on the risk altogether, and to promote enterprises'competitive ability. As a result of the unique characteristics of the strategic alliance, it is also favored by the many enterprises in our country. In the electrical appliances industry, enterprises select strategic alliance as its strategy in the field of technical research and development, in the cooperative production aspect, as well as the product sale aspect to promote its competitive ability.The article is precisely based on the background of electrical appliances industry as well as the characteristic of strategic alliance, and elaborated that the enterprise may generally use strategic alliance which is a new enterprise organization pattern in the electrical appliances industry. The article is divided into several parts:First,this article has been precisely fully studying the nature characteristic of strategic alliance, the affected factor, the classification, as well as the produced foundation and so on.Second, this article has been studying the characteristic of electrical appliances industry, such as:I The surroundings of electrical appliances development industry. It includes the macroscopic environment, consumption environment, and upstream industrial environment.II The present situation of our country's electrical appliances industry.Our country electrical appliances industry has becomes the world electrical appliances manufacturing center, and the industrial pattern has change fiercely. The electrical appliances market has the broad market space and also continues to expand, but the market channel competes intensely. It should be paid special attention to the technology and the diversities.III This article has analyzed many questions which the electrical appliances industry exists under the present situation.It also has worries in the strong exportation; The expense environment is not ideal, and the marketing channel needs to improve; The cost pressure further increases, and profit space is small, includes that the electric power is short as well as the raw materials rise in price; The research and development strength is dispersible, and waits for to forms the collective superiority; Enterprises compete intensely, and it has the same situation in the technology and variety.Third, unified the research of external environment of electrical appliances industry, the present development situation and the question existed, this article has analyzed necessity and the feasibility that the strategy alliance should has when it will be implemented in the electrical appliances industry.I This article proposes the necessity that the strategy alliance should has when it will be implemented in the electrical appliances industry.It can rapidly promote the enterprise competitive ability to implement the strategic alliance in our country electrical appliances industry; The alliance between manufacturer and dealer may cause the enterprise and the terminal relate closely, and may speed up the feedback and analysis of information; It can better adapt unpredictable market to implement technology alliance in the electrical appliances industry, and may reduce the risk and the cost in the technical research and development; It can also reduce the cost for the electrical appliances enterprise to alliance with the upstream suppliers; The electrical appliances enterprise's alliance, specially the technical alliance is advantageous to form the group superiority, and enhances the industry integration, also can increase enterprise competitive ability in international market; In addition, the alliance between our country electrical appliances enterprise and the overseas enterprise is also advantageous to the international market development, and slows down the outlet pressure.II This article has proven the feasibility that the strategy alliance should has when it will be implemented in the electrical appliances industry:Unified the characteristic of electrical appliances industry, this article has analyzed prerequisite and the implementation essential factor choice which the implementation of strategy alliance should has. Thought that the electrical appliances industry has had basic condition for the alliance implementation, and it is feasible and has the broad prospect in our country electrical appliances industry to implement strategy alliance.Fourth, proposed the present situation and the question existed in our country electrical appliances industry alliance.First, strategic alliance consciousness is insufficiently strong in our country electrical appliances enterprises; Next, enterprise alliance scale is small, degree is low, and the network degree is low; Once more, in our country electrical appliances industry, the degree of alliance mutually trust is low; Finally, the function which the government displays in the alliance is limited.Fifth, this article unified the present situation and the question existed in electrical appliances industry alliance and so on, thoroughly studies how to construct and operate strategy alliance in the electrical appliances industry.I Strategic alliance constructing. This article unified present development situation in our country electrical appliances industry to propose the principles for alliance partner selection:i Whether does the partner provide the resources and the ability which this enterprise needsii Whether does this enterprise satisfy the latent partner's demand.iii Whether the goal is compatible between this enterprise and latent partner.iv can establish good alliance cooperation atmosphere with partner.v Enterprise culture is whether accommodate or not.vi Whether can achieve the goal of studying through the alliance cooperation.In this part, this article unifies the case of GaoSheng electric appliance to analyze the concrete application of alliance partner choice principle.Through analysis of each kind of alliance partner choice method, this article finally thought that the AHP method is the quite suitable strategic alliance partner choice method.This article has analyzed and proposed the strategy alliance way choice in the electrical appliances industry. Different electrical appliances enterprises must consider that oneself has the different characteristic when choose alliance way, for example: the enterprise technology ability; the resources type; the position of value chain; as well as the difference in the degree of enterprise cooperates; enterprise's product and the technology belongs to the different life cycle. This article take Haier as an example, separately introduced when consider enterprise technology ability, different enterprise's resources type as well as the different position which enterprise is located in the value chain, how does the enterprise choose the alliance way.II Strategic alliance's operation.This article has analyzed the strategic alliance member's cost and the benefit assignment. In the alliance cost it includes the cost enterprise joining into the strategic alliance and the strategic alliance operation cost. Strategic alliance income includes anticipated income, real return as well as settlement income. In the principle of income assignment in strategic alliance must consider the rule of win-win, the income and cost equilibrium as well as the principle that income and the risk synthesis consideration.In the alliance cultural conflict and the management, this article analysis the reason for alliance culture conflict, the destructiveness as well as how to carry on the and so on. As the alliance risk and the guard, this article has analyzed the risk type in different management ways as well as the alliance risk origin and the guard. In addition it elaborated the alliance trust production mechanism and the way of establishing trust mechanism.Finally this article has quoted the Haier & Suning pattern as a case, through the analysis of alliance establishment background, alliance concrete measure as well as alliance and so on, it has given our country electrical appliances enterprises some helpful advices in implementing alliance.