百货联销模式下品牌运营绩效的模糊综合评价

Fuzzy Comprehensive Evaluation of Brand Operating Performance under Joint-Sale Model in Emporiums

联销模式“零存货”、“以销定进”及“负现金周期”的特殊性,使得品牌供应商与商场已非普通供商关系,而是零售租赁关系。商场难以取得涉及存货的有关数据,导致现有的一些供应商绩效评价的研究成果以及全过程商品管理理论在百货业有一定的不适应性。文中针对联销的主要特征设计品牌运营绩效评价指标体系,以加强品牌分级管理制度,完善品牌的激励淘汰机制。

The features of joint-sale model, ＂no inventory ＂, ＂confirming the purchase with the sales amount＂ and ＂negative cash cycle＂, make the relation between brand suppliers and emporiums be not the ordinary business relation, but lease relation. It＇s difficult for emporiums to obtain the relevant data related to inventory, leading to some commodity supplier performance evaluation research as well as the merchandising management inadaptable in department stores. Taking the main features of joint-sale into account, this paper designs the brand operating performance evaluation index to enhance the brand classification management, and to perfect the brand inspiriting and eliminating mechanism.