Manufacturers And Retailers Working Relationship Study

In recent years, China's retail business with the rapid development, and the massive invasion of foreign capital retail after joining the WTO, the competition between retailers and manufacturers(suppliers) becomes increasingly fierce, both sides in order to capture the channel leadership power, the conflict is unceasing. On the other hand, in the "both competition and cooperation" of times, whether retailers or suppliers, can no longer maintain its competitive advantage through their own efforts .The market environment requests them to have to cooperate in order to meet consumer demand, and only through mutually beneficial cooperation can maximize the long-term interests , obtains the survival and development space. In such circumstances, how to establish and maintain good marketing channel relations, is an urgent problem in front of retailers and suppliers.This article firstly reviews the marketing channel relations theory, the general business cooperation theory and the relationship marketing theory. Then it analyzes the present situation of our country marketing channel relations, and proposes the viewpoint of "the channel relationship between manufacturers and retailers urgently reforms and innovates". On the basis of the results of theoretical research at home and abroad, in this paper the author thinks that it should build partnership-channel relationship between manufacturers and retailers, and elaborates its fundamental contents. After that this article has proven that retailers and manufacturers should establish the long-term stable partner relations, and the partnership-channel relationship serves the bilateral common interest with the game theory and the transaction cost theory. Part V in the paper focuses on how should manufacturers and retailers build the partnership-channel relationship, and proposes two mechanisms (information communication system and the distribution of interests mechanism) to maintain and manage this partnership-channel relations. Finally, the thesis analyzes "the conflict affair between Gome and Gree", and proposes several suggestions to solve it by the partnership-channel relations theory.The paper mainly acts according to marketing, game analysis, transaction cost analysis on its research methods. And it makes deductive and theory inference analysis about the channel relations and the correlation issues between manufacturers and retailers with the standard analytic method.The innovations in the paper: 1st, analyzing the cooperative relationship between manufacturers and retailers by the method of Economics (the game theory, the transaction cost theory); 2nd, made a basic theoretical framework to build and manage the partnership-channel relations between manufacturers and retailers; 3rd, using the Case Analysis to prove the partnership-channel relations.