Enterprise Alliances and Co-Branding

Bc. Peng Di

Bachelor's thesis

Anotácia:

Economic globalization, the rapid changes of the network and science and technology make international competition more and more intense and complex. If an enterprise wants to gain long-term and sustainable competitive advantage, it is necessary to establish alliance relationship with partners. This thesis analyses the risks and advantages of enterprise alliance, and shows different modes and strategies of enterprise alliance. It focuses on co-branding strategy and analyzes the characteristics and advantages of enterprise alliance from the case of Chinese enterprises NetEase, as well as how to achieve the alliance between different brands and what results will be gained from the alliance.

Abstract:

Economic globalization, the rapid changes of the network and science and technology make international competition more and more intense and complex. If an enterprise wants to gain long-term and sustainable competitive advantage, it is necessary to establish alliance relationship with partners. This thesis analyses the risks and advantages of enterprise alliance, and shows different modes and strategies of enterprise alliance. It focuses on co-branding strategy and analyzes the characteristics and advantages of enterprise alliance from the case of Chinese enterprises NetEase, as well as how to achieve the alliance between different brands and what results will be gained from the alliance.

Keywords

Brand Alliance, Co-branding, Corporate Culture, NetEase, Partners

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 19. 4. 2021

Obhajoba závěrečné práce

• Obhajoba proběhla 15. 6. 2021
• Vedúci: doc. RNDr. Petr Budinský, CSc.
• Oponent: Ing. Miroslav Halouzka, CSc.

University of Finance and Administration

Bachelor programme / odbor:
Economics and Management / Business Management and Corporate Finance