Case playback:
In 1984, Haier was founded in Qingdao of china. Start early, in 1985, Haier Group introduced from Germany Liebherr refrigerator production technology advanced, our country and even in Asia the first generation of four star-rated refrigerator, founded the Haier refrigerator brand. Facing the good momentum of rapid development of China's economy, Haier through and Meloni Corporation in Italy (1993), Japan's Mitsubishi Heavy Industries (1993) technology alliance, quickly occupy a space for one person in the field of air conditioning, washing machine. After and Chemical Research Institute of Chinese Academy of Sciences (1998), Philips (1998) (1999), Toshiba, mize (1999), Lucent (1999) and other cooperation, into the black home appliance, computer, realize the diversification; accumulated economic and technological strength of Haier, in Indonesia, the Japanese were set up Haiersha Paul Co. Ltd (1996), Sanyo Haier Corp (2002), the joint venture company, through equity alliance to break trade barriers, the establishment of new co-opetition; Haier internationalization, brand, technology, marketing ability has been greatly improved, and then the United States of Intel (2007), New Zealand Fisher & Paykel company (2009), the United States of America's HP (2010), Norway (2010 FramTech), Japan was the live group (2010) the establishment of enterprise alliance. In 2010, Haier global turnover of 135700000000 yuan, to become the world's first brand of large household appliances, China's most valuable brands, ranked forty-fourth in the top 500 brands in the world.
Intensive analysis:
Between enterprises in the strategic alliance, the main reason of two aspects of external and internal. Economic globalization, technology fusion depth, shortened product life cycle, enterprises increased competitive pressures and other factors is to establish enterprise external environment. From the internal perspective, the enterprise through the alliance can improve its market position, make full use of resources, access to economies of scale, reduce development risk, avoidance of legal obstacles, overcome trade barriers, so as to realize the goal of enterprise planning.
The main objective of early enterprise alliance strategy of developed countries is to enter and occupy the market, expand the market share of the business. With the coming of knowledge economy times, knowledge will replace capital has become the most important, the most scarce resource, enterprise alliance goal showed more strategically maintain ability of technology innovation and technology leadership. For the characteristics of the knowledge alliance will gradually over products alliance with new technology, new product development and research results sharing, become the main form of enterprise alliance. At present are mainly the virtual enterprise knowledge alliance, technology alliance, R & D and other forms of cooperation, and the knowledge alliance is still in the emerging new. The rapid development of enterprises in developed countries, to a considerable extent, strengthen the international competition, monopoly, accelerates the process of global economic integration, economic interdependence, and gradually changed the original domestic, international competition and the rules of the game. The competition between the enterprise from a single competition into the pan industry chain group competition.
After the middle of the competition on the market fierce nineteen ninties, our country enterprise alliance gradually rise, the rapid growth in the number of coalition. At present, our country enterprise alliance mainly relates to the iron and steel, automobile, energy, chemical, mechanical, textile, home appliances, electronics and information, telecommunication, transportation, real estate, tourism, finance, media, food, pharmaceutical, retail and other industries. But our country is still in the primary stage of enterprise alliance, many entrepreneurs lack of long-term strategic goals and cooperation consciousness, with equity is more bond products alliance, weak interaction in the study.
With the development of international market competition intensifies, China's entrepreneurs will also promote the international strategic alliance and the strategic alliance. In international strategic alliance, Chinese entrepreneurs have gradually from the technology, fund one-way unbalanced absorbing steering interactive knowledge alliance equilibrium. The strategic alliance, China's entrepreneurs to gradually optimize the alliance form, according to the Alliance for different objects, can make flexible use of joint venture, cooperation, mutual shareholding, R&D contracts, cooperative development, industry chain cooperation, channel protocol, concession agreement mode, gradually from physical to virtual alliance of alliance transformation. At the same time, our country enterprise alliance will range from domestic to foreign alliance, make full use of foreign advanced technology, scientific research, human resources and infrastructure, and actively develop domestic and foreign markets two.
In this case, Haier Group from a failing collective small factory developed rapidly into an annual turnover of more than 100000000000 yuan globalization group company, also over the implementation of M & a strategy and set up a new strategy, but the accurate positioning of strategic alliance and timely adjustment is the key of success. Such as, further cooperation with Italy Merloni company, Haier consolidated the leading position in the domestic washing machine technology; establish technical alliance with Germany, Holland, Japan's Toshiba mize Philips and the United States of America's lucent, Haier has formed certain advantages in high-tech, realize a single brand to multiple brands across the country successfully; through equity alliance, through extensive research and improve the ability of technical innovation, improve the satisfaction degree of the world different segments of the market demand, the rapid rise of international famous brand image.
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