主动型供应商视角的流通渠道优化

Research on the Optimization of Distribution Channels from the Perspective of Proactive Supplier

零售商主导的流通渠道带来了市场的繁荣和人民生活水平的提高,但这种流通渠道方式是在一定的背景条件下建立的,随着渠道环境的变化、利益的驱动、信息的差异,渠道成员间的不协调、渠道效率的损失等问题凸显,客观上要求渠道不断进行调整,重新进行流通渠道的设计与渠道选择,需要对流通渠道进行有效修正。这里从主动型供应商的视角,分别以供应商与零售商、消费者的客户信息反馈系统为渠道修正的切入点,着重分析零售商与供应商的双向评价体系,初步建立起主动型供应商流通渠道模型的研究框架,并以日用消费品供应商与大型连锁超市的流通渠道为例,分析其模型运作及修正后的渠道优化,为零售商主导的流通渠道建设提供较为合理的参考。

The retailer-dominant distribution channels have improved market prosperity and people＇ s living standard, but this approach was established under certain background. Along with the channel changing in the environment, driven by interests and information differences, the problems have emerged in the mismatch between the channel members, channel efficiency losses and other issues, which objectively calls for the continuous adjustment in channels, the re-esign of distribution channels and channel selection, with the distribution channels effectively revised. From the perspective of proactive supplier, this paper focuses on the two-way evaluation system between retailers and suppliers, respectively starting with supplier-retailer and supplier-consumer customer information feedback systems to revise the channels, and establishes the initiative research framework of distribution channel model for proactive supplier. Furthermore, taking the case of consumer goods suppliers and large supermarket chains as an example, it analyzes the operation of the model and the optimization of channels after the model is revised in order to provide reasonable reference for retailer-dominant distribution channels.