乘用车分销渠道利益再分配数学建模

Mathematical modeling of interest redistribution in passenger car distribution channel

为了更科学可靠的对乘用车渠道利益进行再分配,结合实际,综合考虑'风险、贡献、绩效'3个因素构建利益再分配模型。运用多层次模糊综合评判法对模糊算子进行模糊合成,以判断风险因素各指标的风险等级,其中权重的确定由经验丰富的行业相关从业者组成专家组,采用专家评分取均值的方法确定。考虑到各代理商及经销商为提高渠道整体畅通性和利益的获得所付出的努力,运用Shapley值法对贡献因素进行评判,从而得出利益分配比例。运用层次分析法(AHP)确定各绩效评价指标的权重,对正向和逆向指标进行量纲一处理,再将各量纲一化后的指标值与指标权重相乘,归一化处理,得利益再分配比例。最后,由行业专家组根据宏观环境以及微观环境条件等调查分析计算出'风险、贡献、绩效'3个因素的权重,构建综合利益再分配模型。通过算例分析列出求解具体过程以及结果,该模型有助于乘用车制造企业留住好的经销商,维持市场覆盖面,创造更有价值、信誉、更难超越的销售能力,提高顾客的终身价值。

In order to make interest redistribution in passenger car distribution channel more sci- entific and reliable. From the practice, with risk, contribution and performance considered, in- terest redistribution model was constructed. Multi-level fuzzy comprehensive evaluation method was used for fuzzy synthesis of the fuzzy operator, to determine the index levels of the risk fac- tors. The weight was determined by a panel of experienced industry practitioners, and the meth- od of experts average score was used for determination to determine. Considering the various a- gents and dealers effort to improve the overall smooth characteristic of the channel and interest gain, Shapley value method was used to calculate the contribution factors, so as to get the ratio of interest distribution. Analytic hierarchy process （AHP） was used to determine the weight in each index in performance evaluation, the positive and reverse index underwent dimensionless process- ing, then the dimensionless index and weight of index were multiplied for the normalized process- ing, so as to get interest distribution ratio. Finally, according to the investigation and analysis of macroscopic environment and microcosmic environment conditions the risk, contribution, per-{ormance weight were calculated by industry experts to construct the comprehensive interest redistribu- tion model. The specific process and results of an example were presented. This model can help passen- ger car manufacturing enterprises retain good dealers, maintain market coverage, create more value, rep- utation and extraordinary sales ability, and increase customer lifetime value. 4 tabs, 5 refs.