An Empirical Study on the Relationship between risk factors and Strategic alliance Based on Marketing Ability of Enterprise

摘要

-Along with the world economics and the region economic integration tendency unceasing strengthening, the management of enterprise is facing more and more uncertainty.Therefore, it only then sharpens own marketing ability, enterprise can challenge all kinds of competition risks and win competitive ability. In this paper, firstly, the theory relation between risk factors and strategic alliance is analyzed in theory in the course of improving marketing ability. On the basis of this, the empirical research method is used. Through collecting and analyzing the effective data that are from 400 enterprises, empirical tests that between two kinds of risk factors and the strategic alliance are highly correlated. The result provides empirical studies support for enterprise better engages in the marketing activity.