Research On Mechanism Of Exclusive Core Resources Affecting Marketing Alliance Cooperation Relationship

Marketing alliance is a form of cooperation that two or more independent enterprises take advantage of their marketing resources and reach a formal contractual relationship to develop or maintain the market in order to make up for the inadequacy of market resource. Members of marketing alliance cooperate and share the market risk for the common goals and interests in the marketing link of value chain downstream, and form a complementary advantages of collaboration relationship system. Under the environment of economic globalization and the rapid change of consumer characteristics, marketing alliance which based on advertising, channels, price, promotion has been adopted by more and more companies. Valuable marketing alliance can make the partners share high marketing expenses, channel construction costs, sales promotion cost. etc..and can make the products on the market for the advantage of price and delivery time, etc. At the same time,enterprises in marketing alliance can learn from each other, complement each other, grasp the market information, promote the competitiveness of the enterprise in advance and cultivate resources with great market competitiveness. However, many research data shows, there is a high risk of failure in established alliance including marketing alliance and the partnership is not ideal. Therefore, this is of great significance to explore the influencing factors and mechanism marketing alliance cooperation relationships, release marketing alliance cooperation conflict, avoid the risk of marketing alliance cooperation, and promote the healthy and stable development of marketing alliance.Marketing alliance is characterized by resource sharing, in which the shared resources is the core of exclusiveness resources, such as brand, goodwill, channel relationship, customer resources and local knowledge, etc. These resources determines the market competitiveness of enterprises, however, the cost of access to these resources is high for enterprises, or it is difficult to obtain in the short term. Therefore, marketing alliance has become a vital method to obtain or make use of these resources. But, in the process of marketing alliance cooperation, incomplete contract conditions and the rational expectations of the alliance’s earnings will cause conflict of cooperation.More importantly, in the process of alliance cooperation, enterprises faced with the risk that their exclusiveness core resources spillover, which means cooperative enterprise can learn or obtain exclusive core resource in low cost resulting in a decline in competitiveness. And more exclusiveness resources a enterprise put into marketing alliance, the greater risk of declining competitiveness it face.The above cognition shows that exclusiveness resources plays an important role in the marketing alliance cooperation. Marketing alliance motivation, the benefits of cooperation, cooperation conflict and opportunism behavior are related to these resources. Then, how the exclusiveness core resources affect the relationship quality of marketing alliance cooperation? When resource spillover exists, how to reach best relationship? How partnership quality change under different conditions? In line with the consideration of these problems,this article analysis the theoretic path exclusive core resource affect marketing alliance cooperation relationship and using game theory method to analyze its influence mechanism through synthesizing literature research and the cognition of the marketing alliance cooperation, using cooperation satisfaction and fairness to measure relationship quality. The study shows that the degree and the ratio of exclusiveness core resources spillover has an important impact on the partnership quality. In the need of exclusive core resource and maintain competitiveness, commensurate input of the exclusive core resources can improve the consistency of the judgment for alliance relationship, maintain fairness between alliance members, raise the stability of alliance cooperation. At the same time, when the exclusive resource management cost coefficient is high, relationship quality and exclusive core resources is inverted u-shaped relationship which means alliance enterprises can still achieve the good cooperation quality when resources spillover exists. In addition, the spillage of resources also depends on the enterprise’s learning ability. The stronger learning ability leads to higher benefits for the companies and then improve the cooperative relationship enterprise perceived. But when exclusive core resources are commensurate and learning ability is inconsistent, enterprise with stronger learning ability can obtain more benefits form spillover effect, which breaks the bargaining power balance between alliance members leads to the feeling of unfair and negatively impact the cooperation quality. As a result, through the combing and analysis of the relationship quality, the article points out that maintaining fairness between marketing alliance enterprise has important effect to reach the best partnership satisfaction and puts forward the countermeasures and suggestions to improve the relationship quality. In this paper, the research has certain guiding significance on cognitive marketing alliance cooperation and promote the marketing alliance.