Study On The Marketing Strategic Alliance Of Rj Company And Haier Group

At present, in environment that the international strategic cooperation is increasing, the domestic market enterprises strategic alliance emerging, the RJ company is facing many opportunities for development, but there are also many threats. In order to make RJ company makes full use of its advantage to seize the opportunity to sustained and comprehensive development, and overcome the disadvantages, avoid risks, through formed a sales strategy alliance with well-known brand Haier Group, do best to make the enterprise bigger and stronger, and through cooperation to make both sides foster strengths and circumvent weaknesses, mutual benefit and achieve win-win situation. This article through reading, summary and analysis of related literature at home and abroad, makes a review of relevant strategic alliance theory, on the basis of the theoretical analysis and case analysis, macroscopic analysis and concrete analysis, the strategic alliance of haier group sales of RJ company made a comprehensive and detailed analysis, by analysis of the alliance is to seek the best alliance among enterprises development strategy.In this paper, using the strategic alliance theory, analysed the cause and effect of the strategic alliance of RJ company and Haier Group, make sure that there is enough reason to make the RJ teamed up with Haier Group, to create conditions and opportunities for the development of both sides. This paper also analyzes RJ company and Haier Group’s strategic alliance internal problems, illustrates the strategic alliance of RJ company and Haier Group has better alliance result at the same time, there are also problems such as lack of coordination on both sides, it is difficult to coordinate the responsibility.On the basis of comprehensive analysis, put forward the clearly alliance types and characteristics of strategic alliance and alliance RJ, Haier Group, put forward specific alliance perfect idea, put forward that we should focus on improving the four problems:1regular group meetings;2open information sharing platform;3improve the interest distribution mechanism;4member responsibility binding mechanisms.