The Study Of Partnership Between Retailers And Suppliers

In the background of joining the WTO and the economic globalization, foreign retailer invested in China heavily. Currently, although they have not yet captured the retail market completely, high speed of shop setting, large scale of purchase and high level of benefits has already made the Chinese retailers feel keenly crisis.Because the retailer of our country has already begun to form scale , the market concentration degree of the chain supermarket is higher, having greater power, so it cause the contradictions of the retailer and supplier, have damaged the interests of both sides.In this thesis, at first I'll analyze the contradiction of retailers and suppliers, then introduce the theory and practice of retailer-supplier relationship, at last propose a win-win solution that retailer and supplier should develop partnership.In chapter one of this text, I have pointed out the background, research meaning, domestic and international research situation of the selected title.Chapter two, I have proved the necessity that the retailer and supplier establish partnership from theory and practice. Supply chain management expenses theory of the trade, game theory, relation marketing theoretical research indicate that the retailer and supplier should establish the partnership. This text passes the fights of Panasonic and Daiei, cooperation with Wal-Mart and P&G, have proved above-mentioned views in practice.Chapter three, this text has pointed out there are four types that the supplier and retailer establish partnership: Supplementing type, close cooperative type, cooperative type, general type.Chapter four, this text has analyzed the obstacle of partnership. It is a basic obstacle of establishing partnership that the retailer has greater power in the channel; laws and regulations of policy is not perfect; Disappearance of the trusting relationships of both sides; It is difficult to realize information sharing.Chapter five, I have explained mainly how the retailer and supplier structure partnership.The supplier improves and organizes the degree of melting, country Should establish Systematic law, supervise the trade, The mechanism that the retailer and supplier's both sides establish the cooperation in trust, realize the information sharing is an important action that both sides establish partnership .Chapter six, I have explained the research conclusion of this text and further research direction mainly.