| This paper focuses on the effectiveness of the strategic alliance in China's aviation transportation industry. Basing on the research of the intrinsic meaning, mechanism and control of contemporary strategic alliance, this study utilizes some theories and methods in the areas of economics, sales and marketing and strategic management. As a result, a controlling model is provided for strategic alliance, targeting at the facts that there are different understanding about the meaning and theories of strategic alliance in academic arena and the effectiveness of the contemporary strategic alliance in the aviation transportation industry is comparatively low. A variety of study approaches were adopted in the research such as theoretical analysis, interview and survey. The study leads to the following conclusions:1. As part of a corporation strategies or an important approach for an enterprise to realize its strategic goals, strategic alliance has both strategic and economic meanings.2. Four dimensions were considered in the observation of the effectiveness of strategic alliance: mutually sharing and compensating with resources and competence, commonly undertaking risks and costs, sharing or developing market jointly and acquiring benefits from study and innovation equally.3. There are nine factors that need to be mainly considered in controlling the effectiveness of the strategic alliance. They are adequate environmental analysis, objective and scientific alliance planning and preparation, precisely and carefully choosing alliance partners, fully recognizing the risk in alliance, clearly defining rights and liabilities, equally and trustfully communicating and coordinating, conducting appropriate control over the alliance process, emphasizing on the study during the alliance, and designing the development and withdrawing strategies for alliance process.4. The effectiveness of strategic alliance will be improved by controlling the above-mentioned nine factors. |
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