RJ公司与海尔集团销售战略联盟研究

发布时间：2018-05-05 09:41

本文选题：RJ公司 + 海尔集团　；参考：《西南交通大学》2013年硕士论文

【摘要】：当前,在国际间战略合作日益涌现,国内市场企业间战略联盟频频上演的环境下,RJ公司面临众多的发展机遇,但也存在诸多的威胁。为了能够促使RJ公司能利用自身的优势去抓住机会持续、全面地发展,于此同时克服劣势、回避风险并通过与知名品牌海尔集团结成销售战略联盟,从而使企业做大做强做优,并且通过合作促使双方扬长避短,互利双赢。本文通过阅读、总结、分析国内外相关文献,对相关战略联盟理论进行梳理回顾的基础上,采用理论分析与案例分析、宏观分析与具体分析相结合的方法,对RJ公司与海尔集团销售战略联盟进行了全面而详细的剖析,力求通过该联盟的分析寻求企业间最佳的联盟发展战略。本文运用战略联盟相关理论,对RJ公司与海尔集团的销售战略联盟形成的原因、联盟取得的成效进行了分析,认为RJ公司与海尔集团的销售战略联盟有充分的结盟动因与需要,并且结盟为其双方创造了加速发展的条件和机遇。本文还对RJ公司与海尔集团的销售战略联盟内部存在的问题进行了详细分析,认为RJ公司与海尔集团的销售战略联盟具有较好联盟成效的同时,也存在联盟双方配合不足、责任难以协调等问题。在综合分析的基础上,明确提出RJ公司与海尔集团的销售战略联盟的联盟类型与联盟特点,依据其具体提出联盟完善思路,提出应重点完善问题的4项思路：1.定期召开小组会议；2.开辟信息共享平台；3.完善利益分配机制；4.成员责任约束机制。
[Abstract]:At present , under the circumstance that the international strategic cooperation emerges , RJ company faces many development opportunities , but there are many threats . In order to make the RJ company take advantage of its own advantages to grasp the opportunity to continue and develop comprehensively , this paper makes a comprehensive and detailed analysis on the theory of the alliance between RJ and Haier through reading , summarizing and analyzing the relevant literatures at home and abroad , and tries to seek the best alliance development strategy through the analysis of the alliance .

This paper analyzes the reasons for the formation of the alliance between the RJ company and Haier Group by using the theory of strategic alliance , analyzes the effectiveness of the alliance , and points out that the RJ company and Haier Group ' s sales strategy alliance has the condition and opportunity to accelerate the development .

On the basis of comprehensive analysis , it is clear that the alliance type and alliance characteristic of RJ company and Haier Group ' s sales strategy alliance are put forward . According to the concrete proposal , four ideas should be put forward : 1 . convene group meeting on a regular basis ;
2 . Open the information sharing platform ;
3 . Improve the distribution mechanism of interest ;
4 . Membership responsibility restraint mechanism .

【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.6;F299.233.4;F276.4;F274

【参考文献】