【作者】 张丹；

【导师】 余颖；

【作者基本信息】 上海交通大学 ， 工商管理， 2007， 硕士

【摘要】 20世纪80年代,企业联盟在西方发达国家和地区悄然兴起,借助企业联盟这一新型组织形式,通过其成员之间的业务调整或合并,可以实现资源最优配置,从而获取单个企业所无法获得的、持续的竞争优势。随着全球经济的快速发展,联盟已经成为企业应对日益激烈的竞争的一种重要策略。然而在形成企业联盟之后,如何采取战略有效地优化资源、争夺消费者,则是关系到联盟乃至于其成员企业能否获得成功的关键。本文从企业战略联盟的相关定义、分类及相关理论出发,分析了企业联盟的特点与企业联盟间竞争的实质,探讨了企业联盟竞争战略与企业竞争战略的区别。进而在此基础上,提出了企业联盟竞争战略可从三个方面来考虑:第一,企业联盟作为一种特殊的参与市场竞争的主体,仍然要考虑如何在市场竞争中争夺消费者。第二,企业联盟可能具备较大的通过标准或政策的制定等来影响外部环境的能力,为取得更好的竞争地位,企业联盟需要更多考虑如何获取与优化外部资源的问题。第三,企业联盟在组织结构上往往并非一种标准的科层结构,为提升自身的竞争能力,企业联盟需要找到更好的内部资源优化配置的方法。在企业联盟竞争战略分析的基础上,本文以TD-SCDMA产业联盟为例,对TD-SCDMA产业联盟的竞争战略及实施给出了建议。首先,本文分析了TD-SCDMA产业联盟的外部环境、内部环境,并运用SWOT分析工具对TD-SCDMA产业联盟的优势、劣势、机会与挑战进行了深入剖析。随后,对TD-SCMDA网络进行定位分析,最后结合企业联盟竞争战略分析框架,提出了TD-SCDMA产业联盟的消费者争夺战略为:总成本领先发展基础业务、差异化竞争发展增值业务。围绕这一核心战略,TD-SCMDA产业联盟的获取外部资源战略为提升TD-SCDMA产业联盟的发展到主导全球通信标准主导权的高度,争取国内和国际政策支持,并从知识产权和组织管理等角度来实现内部资源优化配置战略。更多还原

【Abstract】 In the 80’of 20th century, enterprise alliance began to flourish in western developed countries. Enterprise can optimize the resources and gain the sustaining competitive advantages with the members’ business adjusted or combined through the alliance.With the rapid development of worldwide economy, alliance has become an important company strategy against competitive. After allying, how to integrate the resources and attract the customers is the critical factor to success.This thesis analyzes the circumstances and characters of enterprise alliance through the alliance definition, classification and relevant theories. Then it summarizes the alliance’s essence of competition and also briefs the differences of competitive strategies between single enterprise and alliance. Finally, based on these studies, we bring out the three main factors to analyze the competitive strategy of enterprise alliance. Fistly, as a special competitor, enterprise allicance need to consider how to attract coustmers. Secondly, it has the capability to affect external environments by participating in the standards and policies’release, so it need consider how to get and optimize the external resources too. Thirdly, for it is not a standard bureaucracy, in order to improve itself’s competitive capabilities, it need to find the better method to optimize the internal resources.Based on analysis of the enterprise competitive strategy, this thesis makes an example of TD-SCDMA Industry Alliance and gives the suggestion of competitive strategy. First, it analyzes the external environments and internal environments of TD-SCDMA Industry Alliance by using PSET tool. Then it summarizes its advantages, disadvantages, opportunities and threats by using SWOT tool. Then, we give the position anlysis of TD-SCDMA, and finally, with the result of SWOT and the analyis of enterprise competitive strategy, we raise the customer attraction strategy, which is to develop basic services with cost leader and develop value-added service with differentiation leader. According to this total strategy, the external resources optimization strategy is to promot the devolpment of TD-SCDMA Industry Alliance to a high position if China can hold 3G telecomunication standard, then to get the support of Chinese and international policies. The internal resources optimization strategy can consider from IP and stracture management.更多还原