Research On The Profit Distribution Of Dual Distribution Channel Of Enterprises Based On The Synergy Theory

E-commerce became a popular business model quickly through the rapid development of the Internet. The enterprises which had sold goods through traditional distribution channels have seen that the e-commerce can not only bring huge benefits to them, but also can enhance the competitiveness of the enterprises. Thus, they all started to try to carry out the electronic commerce. Because of the respective advantages of the traditional distribution channel and the Internet distribution channel, the companies do not want to lose any opportunities brought by each one channel. Therefore, dual distribution channel structure appeared in the interior of enterprises for the coexistence of the traditional distribution channel and the Internet distribution channel. Dual distribution channels improved the efficiency of product distribution of enterprises and increased the income of enterprises, which was also proved theoretically by many scholars. But due to the members of the two channels are all in the pursuit of the maximization of their own interests based on individual rationality, the conflicts of interest inevitably occurred between the channels. In the end, the conflicts impacted the interests of the entire enterprise channel and the interests of each channel. In order to take advantage of the synergy effect between channels and achieve the optimization of the interests of the channel, this proposed a strict requirement on the establishment of a reasonable interest distribution mechanism. Therefore, it is very important to put more efforts to the research on the profit distribution of dual distribution channel of enterprise.Based on the analysis of a large number of literature at home and abroad, this paper respectively expounded the synergy theory, the research status of dual distribution channels of enterprises, the research content of interest distribution and the methods of the interest distribution; studied the origin of the evolution of enterprise dual distribution channel, two kinds of structural models, ME&T-C and M-T&E-C, of dual distribution channels and their advantages and disadvantages, and the great advantages and disadvantages of dual distribution channel of enterprise; analyzed the price and and the distribution of interests of the two kinds of structure modes of enterprise dual distribution channel under the two conditions of cooperation and non-cooperation using the knowledge of game theory, compared the conflict of interest under the two conditions and compare the change of interest of two structure models in the same conditions, and verified the results by numerical analysis; analyzed the internal and external impetuses of synergistic cooperation of enterprise dual distribution channel, discussed the mechanism of cooperation evolution and interest flow of enterprise dual distribution channel, and constructed the evaluation index system of the synergy degree of dual distribution channel system; on the basis of the research on the evaluation index system of the synergy degree,constructed subsystem order degree model, the synergy degree model of dual distribution channel and the profit allocation model based on synergy degree of enterprise dual distribution channel. By solving these models, obtained the relationship among revenue function, synergy degree, profit contribution coefficient, synergy cost coefficient and profit distribution coefficient, and used an example of a manufacturing enterprise in Shanghai to analyze the influence of synergy degree on the whole interest of the dual distribution channel, the interest of each channel member, and the interest gap between each channel,so as to empirically test the model’s rationality. Finally, the countermeasures and suggestions on the synergy and the interest distribution of the enterprise dual distribution channel are put forward.