Research On The Design Of Distributors Competence Evaluation Index Of SKF China

With China’s "Economic New Normal" gradually formed, the distribution business leap development result from rapid growth of the economy has become the past and the survival crisis is approaching. In order to effectively deal with the crisis, SKF China has modified the distribution tactics that made a great contribution in past 30 years and developed a new approach to evaluate the competence of distributors accordingly.From the point of view of theoretical study, the paper analyzes and sorts out the process of distributor competence evaluation index design based on the new tactics of distribution of SKF China and summaries some effective moths and ideas.This paper applies the strategy management theory to analyze the internal and external environment of SKF China Company and considers that the new distributor tactics should be to utilize the technical advantages to turn distributors to a solut ion provider to avoid the risk of decline in market demand. Based on this tactics, the paper applies distributor competence model and SMART principle to study the evaluation index of distributor competence and finally gets 5 level 1 and 22 level 2 indicators covering the competences need for distribution business development.This paper also uses AHP to build two levels of evaluation index weight, such as business competence(0.49) and technical competence(0.26), fully reflects the willing of top management. The score of level 2 indicators comes from the management system with better authority and accuracy than traditional survey method.Four SKF sales directors were asked to test the effectivity of evaluation index with the approach of identifying and rating 3 samples of distributors. The accuracy of identifying is 87.5% and the definition of rate is 0.25 that shows the evaluation index can reflect the situation of distributors actually and is practicable.From the view of the distributor management, this paper summarizes the design process of distributors’ competence evaluation index and the application methods of relevant theory. The Chinese industrial products manufacturers with channels or are trying to build channels can draw from this paper with practical significance and the channel itself can get useful inspiration.