The Study About Mechanism Among And Integration Of Strategic Alliance Culture Based On Behavioral Economics

With the development of economic globalization and scientific technology, strategic alliance is the best mode to acquire sustainable competitive advantage and an important method to make enterprise enlarging and strengthening. However, it is the matter that the alliance failure rate is high. A large number of studies show that the main cause is cultural difference in alliances. Therefor, probing into the cultural difference and integration in strategic alliance play a crucial role in sustainability of strategic alliance.First, based on the study review on strategic alliance theory, cultural integration and behavior economic theory and from the perspective of the behavior economic theory, the article introduced irrational behavior occurring in the integration of strategic alliance and carry further analysis with the method of behavior economic theory. Then on the basis of behavior economics, from the the perspective of and natural selection, conclude factors affecting strategic alliance integration. Mainly from the perspective of external impetus factor, internal impetus factor, abstacle and natural selection in society, it constructed structural model, probed the relationship between mechanism of cultural integration and affecting factor and establish the evaluation system of integral index in strategic alliance culture. Then analytic hierarchy process and fuzzy comprehensive evaluation evaluate the index and establish important factors affecting strategic alliance cultural integration-alliance companionate genes, cultural type and enternal invironment. Based on the above mentioned analysis and evaluation, mechanism model of cultural integration is constructed, and the internal relationship was discussed. It put forward construction strategy based on anchoring mental, herd effect, reciprocal preference, prospect theory, conformity mental, and so on, with the behavior economic theory.The final goal of cultural integration didn't means eliminating some type of culture, but to abtain the harmony in strategic alliances and make the culture evolve. The article hope that the studies and analysis on cultural integration would provide decision basis for enterprise who would make it larging and strengthening, and help them ultilizing resource, to abtain rapid development.