Research On The Impact Of Asset Specificity And Strategic Significance On Marketing Performance Of Alliance Enterprises

With the intensification of market competition,the strategic alliance cooperation has gradually become an important strategic way for enterprises to resist the pressure of competition and has brought tremendous development potential to the enterprises.At the same time,due to the differences of strategic alliances and the differences of their own capabilities,the strategic alliance prematurely terminated by the alliance is not uncommon and has caused great distress to strategic alliances for the purpose of improving marketing performance.In order to solve the problem of improving the marketing performance against the background of strategic alliance cooperation,the research on the influencing factors of the marketing performance of the strategic alliance enterprise is imminent.Therefore,this article with the background of strategic alliance cooperation environment,studies the influence of alliance characteristics on the marketing performance of alliance enterprises.After comprehensively combing the existing research results and related theories,the article selected representative asset specificity and strategic significance factors of the coalition as independent variables,and the alliance company marketing performance as dependent variable and market knowledge transfer as the intermediary variable.It explores the influence of asset specificity and strategic significance on marketing performance marketing of alliance companies,and the mediating effects of market knowledge transfer.In the theoretical analysis part,the article starts from the enterprise perspective,and based on resource based theory and competitive strategy management theory,it analyzes the relationship between asset specific,strategic significance factors and marketing performance of alliance companies;based on the theory of relationship exchange,it analyzes the relationship between asset specificity,strategic significance,and market knowledge transfer;based on knowledge based theory,analyzes the impact of market knowledge transfer on marketing performance of alliance companies.Finally,based on the theoretical analysis results,this paper proposes the mediating role of market knowledge transfer in the relationship of“asset-specificity,strategic significance—marketing performance of alliance companies”.Subsequently,the article constructs a theoretical model based on research hypotheses and conducts empirical research.In the article,questionnaire method was used to collect empirical research data.A total of 239 valid questionnaires were retrieved.SPSS 22.0 and AMOS 17.0 were used to analyze the reliability,validity and structural equation model of the questionnaire data.The conclusions were as follows:Both the asset specificity and strategic significance have a significant positive impacton the marketing performance of alliance companies;The market transfer of knowledge will be part of the intermediary asset specificity,strategic implications on the marketing performance of alliances.Based on the empirical research results of the article,the article proposes several suggestions for companies that aim to improve the marketing performance of the alliance companies:(1)The alliance company should consider its own long-term development and invest the necessary alliance-specific assets into the alliance cooperation relationship;(2)Enterprises should choose enterprises with strategic goals that are compatible and have strategic significance for the long-term development of the company as alliance partners;(3)Enterprises should be good at promoting the circulation of market knowledge within the alliance through specialized assets,thereby improving the marketing performance of alliance companies;(4)Enterprises should accurately assess the market knowledge of the intended company of the alliance,determine whether the market knowledge of the company has strategic significance for the company,and it is best to choose the enterprise with strategic knowledge of market knowledge as the alliance partner.In order to provide certain theoretical references for the marketing practice of the alliance companies,effectively enhance the company's marketing performance through the strategic alliance partnership,and at the same time maximize the internal benefits of alliance cooperation.Finally,the article gives an overview of the research deficiencies and future prospects,expecting that future research can improve these deficiencies and make the related research more perfect.