| In today's world, with the internationalization of the domestic market, the scaling of the world economy, the muitipolarization of the market competition and the highly up-to-date of the products, the enterprises in our country are facing unprecedented challenges in respect of the sales promotion environment. If the enterprises want to survive and develop in the fierce international competition, they have to adjust the managerial methods to choose to adapt themselves to the new models of sales promotion under the condition of global competition.This thesis firstly analyzed the environment of the sales promotion, which the enterprises in China are facing, discussed about the several typical new strategies of sales promotion, which exist in the background of the global competition. The internal global competition strategy bases itself upon the core power that has been established, maintained, enlarged from the internal parts of the company in order to gain the advantages in the competition worldwide. The choice of the internal global competition strategy, to some extent, depends on the strategic focus whose industry the company involves in. It includes, namely, the advanced strategy of high-tech, the advanced strategy in global quality and the advanced strategy in global cost. Except for several typical global competition strategies basing on a certain exceptional internal core power, the companies worldwide are more and more adopting some external means to gain the resources from the competitors or abandon the inefficient parts from themselves in order to strengthen their own competitive power and enhance the company achievements. The external global competition strategies refer to the merger of the enterprises in the same industry and the professional strategy, and the forming of the strategical alliance. The strategical alliance refers to a sort of co-operation partnership established from the agreement reached between the competitive enterprises. There are two kinds of patterns, one is to form a joint-venture in which both parties hold shares, and the other one is a short-term cooperation agreement reached by both parties to specialize in a certain sector, e.g.: the development of the new products.The strategical alliance is an important strategy that enables the enterprise to gain competitive advantage and to achieve fast development, and is the most commonly adopted method used by the successful enterprises in the West. This thesis discusses the strategical alliance from its basic concept as a beginning, and surveys on the formation, advantage and the existing problems of the effective strategical alliance under the precondition of analyzing the developing methods of the enterprises, and then puts forward, with the integration of the reality of our enterprises, that to employ the strategical alliance is not only to meet with the demand of gaining advantages in the international market but also to meet with the need of expansion of our enterprises.To form strategical alliance has its own advantages. To form an alliance with the existing or potential competitors can achieve the following targets, namely, to establish joint venture or to form other strategical alliances is an effective way to enter into the market by avoiding the barriers; to form an alliance can share the tremendous cost on developing products and investing on fixed assets to lower the risks; to form an alliance can mutually complement the essences of the advantages to strengthen the competitive power of the enterprises; to form an alliance will help establish the unified technical standard in the industry.The strategical alliance is the same as any entrepreneur strategy, which unavoidably has its own limitations. The biggest problem, which the management of most of the companies considers to face, is the question of control power. The biggest difficulty that the strategical alliance as well as the merger encounters in forming an alliance is to find the right partners. If both parties are not matchi... |
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