Study On Retailer-Supplier Relationship Establishment And Coordination Management

Under the situation of the fury development of market competition and the imperative to constitute strategic cooperation between retailer and supplier, the establisliment and coordination of the cooperation are studied exploringly in the thesis.Firstly, in the chapter 1 and 2, the necessary and signification of the establishment and coordination of the cooperation between retailer and supplier are analyzed in detail. Then, the idea that retailer-supplier relationship coordination management is brought forward.According to above thoughts, in the chapter 3, the cooperation establishment of retailer-supplier is researched exploringly. On the base of the former research, the model of the establishment of retailer-supplier is put forward, and the idiographic process is stated in particular. In the chapter 4, 5 and 6, in the thesis, the relationship coordination mechanism, coordination channel and incentive mechanism are put forward, it is also the core of the thesis. In the chapter 4, two coordination problems in the cooperation — trust problem and profits allot problem are analyzed in particular, and corresponding coordination mechanism is brought forward. In the chapter 5, the important coordination channel in the cooperation — information sharing is analyzed, at the same time, the composition frame and process of retailer-supplier information sharing system are put forward, and the security and cost problem are also analyzed. In the chapter 6, the cooperation motive and enthusiasm problem in the cooperation — incentive mechanism is analyzed exploringly, the methods that waking up the incentive are brought forward.Although the cooperation establishment and coordination are analyzed in particular and a lot of corresponding strategies and methods are put forward, the relationship coordination degreed and the cooperation fellowship relatonship value are not clear. Therefore, in the chapter 7, the retailer-supplier cooperation relationship value level is analyzed, and the dynamic model that evaluates the cooperation relationship value level is brought forward. Simultaneously, the synthetical evaluation index system is put forward, and the evaluation method ofthe cooperation relationship value is also introduced.In the end, the main conclusion gained in the thesis is reviewed, and the deficiency and the further research direction are also pointed out.