Retail Strategic Alliance

The competitive pattern of bespattering others to benefit oneself has disappeared. All corporations should choose new competitive pattern of cooperation and competition. Strategic alliance is market organization between cooperation and market. It appeared for accommodating pattern of cooperation and competition. Strategic alliance denied the traditional economic theory basis and analysis schedule with new relationship and agency-form organization.Retailing corporation strategic alliance has not only the general features of strategic alliance, but has particular features of retailing corporation. Theoretically, retailing corporation strategic alliance deepened the study of strategic alliance. To study Retailing corporation strategic alliance is to test and recruit the strategic alliance and is also a try to combine the general theory of strategic alliance with specific cooperation and specific industry. Practically, to study Retailing corporation strategic alliance can equip Chinese retailing corporation with theoretical direction for the development after WTO entering.Corporation' s capability theory, the theory of value chain and the theory of exchange cost Analyze the strategic alliance , but the result is not satisfied. Author put forward the theoretical suppose of organization transforming cost, at the base of absorbing the previous research fruits. Organization transforming costs is the costs paid by economic organization for its transformation. It includes the loss of practicality resource and the loss of relevant relationship. It reflects the compatibility between market and corporations, the corporation' s transforming instinction and dynamic development. Therefore the organization transforming cost theory has more persuasion to explain strategic alliance. Comparing with market and corporation, strategicalliance can lows the organization transforming cost and easy for the organization' s transformation. Strategic alliance also frees corporations from the transforming costs. Retailing corporation strategic alliance contains many members, as a result, its internal relations are more complex and changeability is obvious. To which organization transforming cost theory has great significance. Changeability makes organization cost a common-used definition and it affects the realization of corporation' s profits maximum aim.There are different forms for strategic alliance and different forms for retailing corporation strategic alliance. Retailing corporation strategic alliance system includes four parts: retailing corporation and supply corporation, relevant corporation and institution, consumers and intercorporation cooperation. There are three mechanism of Market -. administration and privity; it' s relatively free in the administering structure. Although the Retailing corporation is behind; we have the special conditions to make full use of the preponderance of the new economic organization to promote the development of Retailing corporation of our country.