淘宝网的战略联盟对中国电子商务企业的重要启示.docVIP

摘 要 战略联盟在我国企业发展中的地位日益重要。如今中国大多数企业刚刚开始接触战略联盟这种新的形式，如何引导中国企业通过战略联盟更好的发展已成为亟需研究解决的问题。 作为中国电子商务企业的代表，淘宝网迅速做大做强。淘宝网成功的原因之一就是成功的运用了战略联盟。首先，本文介绍一些战略联盟的理论、中国电子商务企业的现状以及战略联盟对中国电子商务企业的重要性。其次，本文通过分析淘宝网对战略联盟合作伙伴的选择，以及淘宝网战略联盟的运行机制，探索战略联盟成功的要素，为众多的中国企业在战略联盟运用方面提供借鉴。本文主要通过案例分析的方法，选取淘宝网与搜狐网和淘宝网与海尔的战略联盟进行分析，主要从战略联盟合作伙伴标准、战略联盟运行机制方面进行分析。最后，从案例分析中得出一些对中国企业在运用战略联盟方面的启示和建议，希望这些启示和建议能帮助中国企业成功地运用战略联盟来更好地发展自己。 关键词:战略联盟; 淘宝网; 对象选择; 运行机制 Abstract The strategic alliance has an increasingly important position in Chinese companies’ development. At present, most Chinese companies just starting out with this new form of strategic alliance. How to guide Chinese companies to better developer through strategic alliance has become an urgent need to study and a problem to solve. As a representative of Chinese e-commerce businesses, Taobao quickly become bigger and stronger. Successful use of strategic alliances is one of reason of Taobao’s success. Firstly, this article introduces some theories of strategic alliances and the current station of Chinese e-commerce business, as well as the importance of strategic alliance for Chinese e-commerce business. In this paper, by analyzing Taobao’s selection of strategic alliance partners,as well as the operative mechanism of strategic alliance, I try to discover the elements of a successful strategic alliance to provide a reference for a large number of Chinese companies. In this paper, I chose the case of the strategic alliance of Taobao and Souhu,as well as the case of the strategic alliance of Taobao and Haier, to analyze. Mainly, the main content is the analysis of the selection of the partners of the strategic alliance and the operative mechanism of the strategic alliances. Finally, I want to draw some inspirations and advice in the use of strategic alliances for Chinese companies through the cases of Taobao’s strategic alliances. And I hope these inspirations and advice can help Chinese companies to use the strategic alliances successfully in order t