Study On The Design & Implement For Vertical Strategic Alliance Consisted Of Sinotrans Shandong Jinan Company

Along with the quickly increasing of Chinese economy and rapid developing of global economic integration, logistics with the function is gradually more important, particularly under the business enterprise's objective request, the Third Party Logistics( below in brief name 3PL) increasingly became the main body to providing the logistics service, market demanding of 3PL is also kept on increasing .The leader of international logistics enterprise, have came into Chinese market by all kinds of way gradually, also a batch of Chinese local large-scaled 3PL enterprises have grown up. Facing the violent market competition, middle and small-sized 3 PL's disadvantage were exposed ,such as lacking of source and no superior core competitive ability etc, so middle and small-sized 3PL have to analysis the competitive environment thoroughly, then design and adjust their strategy, so as to take part in the market competition better and obtain above-average returns.So far as technique, input and demanding character of logistics industry in China, it suitable for coexisting of enterprises with various scale; the demanding of logistics also require network, regional limit and multilayer of structure characters; logistics product can be divided into various son products, and can be carried out by different logistics business enterprise respectively, these all are the important reason of large-scale and middle & small -sized 3PL coexistences ,that means middle and small-sized 3PL are placed in a quickly increasing and competitive market, but also have space to exist and expand.According to marketing theories, business enterprise should provide the product with market value to satisfy the customer's need so as to obtain above-average returns.Strategic alliance is a kind of cooperation strategy; enterprises can organize resource or ability in need through this strategy and obtain competitive advantage. Compared with joint venture and equity strategic alliance, no equity strategic alliance has the simple way to set up and put into operation, also has higher adaptability to facing complex exterior environment, so it's widely adopted by enterprises; vertical no equity strategic alliance primarily aims at integration of member's different repairing source, therefore than horizontal alliance which establishing among rival have the higher rate of cooperation success, and can good meet the demands also. The strategic alliance are always established under the market opportunity, need a leading enterprise conducting and acting for set up who has alliance organizing and managing ability, also with members having some other outstanding logistics ability aspects.Alliance leader enterprise should gather and analysis project logistics demand according to generally main logistics activity, transportation, warehouse, information service, other value-added service, plan ,reverse logistics ,and make out logistics demand row form, being used as resources purpose for set up the alliance, then need to proceeding analyze to self logistics condition, for example the valuation on aspects of network scale and the facilities' providing, then compare to require items to proceed the contrast, check out the interval's difference for forming alliance into practice; providing highly integrated logistics service products can establish a value chain, alliance members are supposed to value and position themselves along the value chain, combining the valuation in the pretext, fixed position on model , discovers alliance member in the part for difference of logistics ability, then demand adjusting with promoting on some aspect, for providing its further growing and outstanding core competitive ability clear and definite direction; On the other hand, form the fixed position model, the risk for resources conflicting could be found by checking alike resources significantly over lap, also could be reference for members' selection.For example, the Air Cargo internal logistics project, each logistics service product's integrated degree request is all at 6 above, can be regarded as exceed the solid example, Sinotrans Shandong Jinan Company acted the analysis items of project logistics requirements and his present condition, contrast the resources difference gap, and bring up vertical alliance strategy; carried out its alliance's organize and managerial ability on the value chain, and measure the difference gap on the fixed position model, and make out the ability to be improved with the leading promote direction; according to the value chain analysis and position model, proceed validity chose alliance colleague. Sinotrans Shandong Jinan Company was alliance with 5 members which focus on inland transportation, domestic aviation agency, bonded warehouse, customs fairs, local express respectively, and succeed in promoting members' core competitive ability within the lead time before actual operation of the project, and succeed in put alliance strategy into effect.By setting up or taking part in vertical strategic alliance, middle and small-sized 3PL could further promote their core competitive ability, and largely increase possibility to obtain resources in need, and extend the scale of service network .At the same time, owing to the trust between alliance members, positive cooperation together to solving problems, promoted the whole service ability of alliance, then strengthen the 3PL members to take part in the market competition.The thesis is meaningful for the design and implement of similar alliance's strategy, the methods and models which verified can be used for middle and small-sized 3PL's reference.