Abstract: The governance mode of the technology standard alliance in the high-tech industry includes governance structure and governance mechanism. Regarding the AVS alliance as the case research object, the necessary choice of the contractual governance structure for the technology standard consortium is analyzed from the cost saving, the value creation and the social relationship respectively; and then the governance mechanisms of the technology standard alliance are explored, the machanisms include negotiation mechanism, the decision-making mechanism, the fame and trust mechanism, and the intellectual property information disclosing mechanism.

Key words: contractual governance structure, governance mechanism, technology standard alliance, high-tech industry, AVS alliance