The Analysis Of Behavioral Uncertainty And Investments In Strategic Alliances

World globalization has speeded up since 1980s, when the multinational enterprises in developed country have enjoyed fast development and readjusted the business and optimized their resources by employing new way of competition, that's strategic alliance. And as an important strategy, it has caught extensive attention among entrepreneurs.Starting with the analysis of conception and theories of strategic alliance and competitive advantages, the thesis discusses their relatedness and points out the necessity of strategic alliance by the explanation of value chain and core competitiveness. According to the transaction cost theory, the purpose of strategic alliance is to create a system that will help reducing transaction cost by stabilizing transaction relationship between allied corporations. Meanwhile through strategic alliance the firm can achieve economic effect. But it also has negative effect.Communication and good reputation affect strategic alliance a lot. If a firm wants to establish a cooperation relationship, it should invest to this. The aim of this paper is to introduce a model of cooperative relationships, which is on one hand firmly based on analytic concepts from decision theory, while on the other hand taking into account the limits of information available to actors in the context of inter-firm cooperation. In the case of high asset specificity and highly effective measures undertaken to improve the relationship, we should invest. Based on the previous study, suggestion and proposition are timely given on how to develop the strategic alliance in china. When we choose a partner, we should always keep 3c principals. Our company should keep a good reputation. We can take some measure to delete the negative effect. If we want to win in the fierce competition, the most important is innovation and promoting our capacities.