Research On Partner Relationship Management Of Distribution Channel Based On Synergy

With the fast development of synergetic management with the help of Internet informationization, distribution channels play a more significant role in enterprise management, and scholars at home and abroad attach more and more importance to the distribution channel partnership management. Substantial achievements have been made from two perspectives: one is qualitative perspective, which conducts theoretical studies of the distribution channel partnership; the other is analysis from the perspective of electronic supply chain. However, at present there are several problems existing in the studies of distribution channel partnership management: too many qualitative arguments, too few quantitative studies; too many studies centered on enterprise and from the perspective of management and too few studies taking enterprise and distribution channel as a synergetic whole. The enterprise-dominant and distribution channel partners-subordinate approach makes the studies of distribution channel partner relations management unscientific and incomplete.Basing itself on the previous achievements, this article assesses the relationship management of distribution channel partners in terms of strategic planning, incentives and conflict, and conducts a systematic research into several major aspects, such as capital turnover, data management and so on.The basic synergetic model is established for relationship management of distribution partners with the main idea as follows: self-organization process is of an unbalanced phase transition, after which the nature of the system will be greatly changed. We utilize the slaving principle, determine the motion of equation for order parameters and work out the equation of order parameters with consideration of fluctiuation, so as to establish the basic synergetic model.Analyse enterprises' investment structure over distribution channels.Model of investment proportion changing with time:The capital of distribution channel partners are used also for two general parts: one part is used internally for reasonable construction; the other part is used in external market to expand sales volume. From viewpoint of overall situation, the investment proportion between these two parts for all distribution channel partners always vary with time. The investment varying situation of these two parts is very meaningful for the management of distribution channel partners.A combination model is proposed for selecting the multi-level distribution channel partners of enterprises. For selecting distribution channel partners, fuzzy assessment model and entropy-based model are established. On the basis of these two models, combination method is applied to get the final theoretical result. To get a more comprehensive result, expert counseling method of the subject weighting method is used to weight the former and entropy method of objective weighting method is employed to weight the latter. Game theory is adopted to analyze the profit allocation and incentives in management of distribution channel partners. A combination of AHP systematic method and multi-level fuzzy method can effectively assess the management operation of distribution channel partners.A study is conducted on the reorganizing mechanism for the management of distribution channel partners based on information system. For information system of distribution channels, the constituent elements are worked out and functions are proposed, especially its communication functions. Furthermore, the core technologies, federative data model and EAI, are illustrated for the information-based reorganizing mechanism for the management of distribution channel partners. Lastly, knowledge-embedded data mining model is established for distribution channel partner relationship management.