基于战略联盟方式的国际市场开拓战略--以TTX公司为例

通过分析深圳TTX公司与香港QI公司建立战略联盟后所取得的成绩,指出战略联盟是企业尤其是中小民营企业进入国际市场的有效方式,战略联盟确实可以让企业在有限资源的基础上通过和合作伙伴的联盟来提升自己的竞争能力,并获取利润;通过博弈分析联盟中存在的问题和TTX公司所面临的潜在威胁,提出解决问题与避免威胁的策略.

Strategies of Foreign Market Entry on the Basis of Strategic Alliance

By analyzing the achievements the TTX company and QI company gained on the basis of strategic alliance, this paper proves that strategic alliance is an effective mode of foreign market entry by Chinese enterprises, especially, private, small and medium enterprises, and they can actually promote their competence and acquire profit upon restricted resources by making an alliance with partners. This paper also discusses the problems exist in the alliance and the threat TTX faces, and put forward effective countermeasures.