| Summary: | 碩士 === 國立雲林科技大學 === 商管專業學院 === 99 === ABSTRACT
Nowadays, most of enterprises face the competitive environment; however, the businesses only rely on their own resources and advantages are not possible to be outstanding under this competitive market. The companies exist in a specialization of world trade and in order to enhance the sales growth-rate, efficiency and create the new market; therefore, find a reliable business partner becomes a critical issue. Combing the resources of both sides will make distribution more efficient and easier to support the mutual market; besides, it could also increase the performance of each other. For this point, we could say that the cross-industry alliance is becoming another critical factor which could sustainable operation and growth. The purpose of the thesis is focus on discussing the issue about cross-industry alliance.
Until now, to estimate and select good and suitable strategies for a company is significant; on the other hand, to re-set the company position and re-considering the marketing strategies are also as an important subjects. After analyzing, we realized cross-industry alliance can bring the great benefits for both enterprises. The following are the results of analysis.
1.Looking for cross-industry alliance partners, not only considering the complementary, but also the vision of the futurity
2.Under the external environmental uncertainty, bilateral sign the contract to prevent the information asymmetry. Moreover, the two sides exist the mutual interests and complementary will make each other more closer and .beneficial.
3.Measuring the performance should depend on the company’s development; In short- term adopt the ‘targeting performance’ will also bring out a significant marketing performance in the long-term.
To sum up, the cross-industry alliance is not only enhance the core competition but also create a new business bring bilateral an incredible performance. The thesis has made recommendation based on the result of the research and hope it can help others on further research in the future.
Key words: strategy alliance, cross-industry alliance, transaction cost, marketing performance.
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