Retailer And Manufacturer's Relationship And Cooperative Model In China

With China' s entry to WTO, retailing and manufacturing industry both face huge change. They are more eager to establish good relationship than ever before. In past, they took charge of the production and market respectively, but now the situation has changed. The supply chain management becomes the new trend. Manufacturers wish establish close cooperation with retailers to learn about the market better, which is benefit to make the plan on the basis of customers demand. Retailers have the same need, which is benefit to get cheaper purchasing cost and quicker order response. With the Internet development, in the developed countries retailer and manufacturer have implemented the supply chain management and the manufacturer-retailer alliances have emerged in Europe and America. In order to adapt the international competition, China' s retailers and manufacturers will take further cooperation.In reality, the cooperation between retailers and manufacturers is not very smooth, which critically influence their business.The aim of studying the cooperation between retailers and manufacturers in china is to learn about the current cooperation performance objectively and fully, promoting the cooperation and improving the competitiveness of retailers and manufacturers. So the study is very important not only in theory but in reality.In May 2002, China Chainstore & Franchise Association, IBM and Donghua University carried out the investigation about the cooperation between retailers and manufacturers in China. Wesent out the questionnaires to retailers and manufacturers in the top 100 in China, which include supermarket, chain shop, and 24 hours shop. Manufacturers investigated mostly produce food, beverages and daily production. We have studied in cooperative strategy, demand and supply, which include 36 factors. We analyzed the statistics by the software of SPSS and found out the important factors, which brings significant influence on cooperation. On the basis, we established the cooperative model.The focuses that retailers and manufacturers think over are different. Manufacturers more care about operation and the demand of cooperation is more urgent than retailers. But retailers focus on cooperative strategy. They are not satisfied with cooperative partners. And China's retailers and manufacturers face severe challenges because they have lagged behind foreign companies in operation, cost control and information management.The dissertation concluded the current cooperation between China's retailers and manufacturers and established the cooperative model considering of market, environment and corporations' situation. The model reflects the factors can bring different influence on retailer and manufacturer's relationship and explains why they choose different cooperative model.The controversy between retailers and manufactures is incredible, but cooperation is the best channel to retailers and manufacturers.Qiao Liqing (Business Management) Supervised by Professor Gu Qingliang...