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1、非竞争性品牌战略联盟的营销之道（Marketingstrategyofnoncompetitivebrandstrategicalliances）Marketingof.Txtnoncompetitivebrandstrategicallianceisamountainfox,youtoldmewhatall,standingintheplacenearesttoyou,lookyousmiletoothers,eveniftheheartisallthepainjusttoputyoureveryactandeverymoveapanoramicview.Dazzlingwhite,le
2、tmeunderstandwhatispuredamage.Thestrategicalliance(StrategicAlliance)theearliestconceptbytheAmericanDECcompanypresidentJanHopland(J.Hopland)andRogerNagel(R.Nagel)managementexpertsputforwardin1990s,andhavebeenwidelyendorsedinthetheorycircleandbusinesscircles.Thedefinitionofstrategicalliancesisstill
3、verydifferent.Atpresent,themostrepresentativeofthetwoviews.Oneviewisthatstrategicalliancesarecompaniesorpartnershipsmadeupofpowerful,usuallycompetitors,competitivealliances.Thepointofviewisthatstrategicalliancesarethescale,strength,competition,cooperationamongcompanies.Anotherview,suchasMichaelPor
4、terbelievesthattheallianceisbeyondthenormalmarkettransactions,butisnotadirectmergeroflong-termagreements.Strategicalliancescanbedividedintocompetitivealliancesandnoncompetitivealliancesaccordingtopotentialconflictsofcooperationenterprises.Competitivealliancemeansthatenterprisesmaybecomecompetitors
5、inthemarket,suchastheallianceofsimilarenterprisesarecompetitivealliances.Anoncompetitiveallianceisanallianceoflargerenterprises.Businesspartnersinthenoncompetitivestrategicallianceisoftennotinthesameindustry,therelationshipbetweentheupstreamanddownstreamonthetraditionalsupplychaindoesnotexist,sofa
6、rawayfromthecompetitionandcooperationbetweenthetwosidesisbasedoncomplementaryresources,realizethedepthofintegrationthroughtheembeddedcoreresourcessharing,soastomaketheunionpartiesachievewin-win.Themostessentialcharacteristicofthetraditionalstrategicallianceisthatitisacompetitivecooperativeorganiza
7、tion,andthepotentialconflictbetweencooperationandcompetitionbecomesthecoreobstacleofthestrategicalliance.Butinthepracticeofenterprisedevelopmentinrecentyears,Non-competitiveStrategic(Alliance),whichnotonlysharere
