The Study of Strategic Alliances among Websites in Taiwan

• Main Authors: Shih Hui Chen, 施惠真
• Other Authors: 鄭自隆
• Format: Others
• Language: zh-TW
• Published: 2001
• Online Access: http://ndltd.ncl.edu.tw/handle/77098029785394727618

碩士 === 銘傳大學 === 傳播管理研究所 === 89 === ABSTRACT The main purposes of this study are to explore the present cooperation of strategic alliance among websites in Taiwan and to understand the differenct cognition of various kinds, scales and attributions of Websites to strategic alliance, including the types of strategic alliances, the factors to choose the partners of alliance and the motivation of strategic alliances. The analytical methods include frequency distribution, T-test, one-way ANOVA, and chi-square test. The findings of this study are as followed: 1.Websites are part of the industry, which cannot be run alone to get competitive advantage. Strategic alliance is an important trend of Websites business. 2.Over half of the Websites in Taiwan are using strategic alliance and it has reached 74.0%. 3.In order to improve their competitive advantages, the types of strategic alliances they use are including both the intra-industry and inter-industry. The main partners of strategic alliances are companies in business and media. And most ways of strategic alliances are advertising alliance, information alliance and marketing alliance. 4.The main factor to choose the partners of alliance is due to the scale of its commitment of competitive advantage after cooperation. 5.The Websites should consider their strategic advantages and disadvantages before participating in any strategic alliance in order to improve their competitive advantages. 6. The main motivation of using strategic alliances is to get complement resources, make it more efficient and raise competitive advantages. 7. Various kinds, scales and attributions of Websites on strategic alliances do not have significant differences. 8.Websites not only concentrate on their professional ability and core competition, but also increase the competitive advantages by strategic alliance with others.