本論文之研究結論為製販同盟雙方的合作關係，是建立在製造業與零售業彼此競爭優勢的結合，藉由市場通路力量的掌握以及衝突的解決，形成垂直型通路同盟關係。並將重心放置在流通總成本的降低及PB商品的共同研究開發之上。藉由案例的分析比較，也逐漸摸索到日本式製販同盟的雛型。 As all the major retailers continue to grow band as the consumer market becomes more mature, the competition in the retailing industry is becoming fiercer than before. The traditional market channel that involves manufacturers, wholesalers and retailers is also being severely impacted. During the mid-eighties, Wal-Mart started to establish experimental strategic alliances with its manufacturing supplier. The alliances allow Wal-Mart to leverage off the unique relationship and provide better product pricing to consumers, eliminate competition and become(make) a better market channel. This paper intends to do a detailed analysis on how strategic alliances form and compare the different strategic alliances which form between manufacturers and retailers in the United States and Japan. Before going into each individual case of such strategic alliances to investigate their operations, the article provides an in-depth history background, characteristic and the current development of the Japanese retailers since World War II. This conclusion focuses on the partnership of the strategic alliances. The strategic alliances create a mutual beneficial situation for both manufacturers and retailers by combining their strong suit. The alliances allow the manufacturers and retailers to control the market channel together and eliminate conflicts. Instead of putting resources into competition, the strategic alliances between manufacturers and retailers make them put more emphasis on cost reduction and co-research on PB products. By multiple case analyses, the paper educes the possibilities of Japanese strategic alliance.
