Study on Channel Alliance Relationship
|Channel Alliance Relationship Fuzzy Comprehensive Evaluation
Today, more and more companies will want to gain a competitive advantage into the distribution channels . Channel Alliance as an important channel forms of governance , strategic significance and long-term characteristics . The relationship between alliance members channel in the channel Alliance Alliance members running more and more attention to maintain the long-term alliances Alliance related research in the channel is very important. First, in reference to the large number of channels, alliances on the basis of relevant literature , through the channel alliances analytical theories to try to put forward the concept of alliance between channels ; channel alliances and then analyze the factors affecting the five proposed channel alliances two evaluation indexes : degree of communication , trust , interdependence , fairness and satisfaction , as well as the corresponding three indicators , which made three channels alliances evaluation system ; finally build the channel alliances fuzzy comprehensive evaluation model , numerical example using the model -based process to the instance of the channel alliances fuzzy comprehensive evaluation , and based on the current relations between evaluation results analysis , recommendations for improvement , members of the Union strategy for the channel selection help. In this paper, do the following tasks: ( 1 ) the relationship between the domestic and foreign channels, alliances do a literature review related research . ( 2 ) try to put forward the concept of alliance between the channels . ( 3 ) Construction of channels alliances evaluation index system. By analyzing the channel alliance development factors determine the fuzzy comprehensive evaluation indicators at all levels , in order to build a three channel alliances evaluation index system. ( 4 ) to build the channel alliances fuzzy comprehensive evaluation model and a numerical example . AHP determine the index weight . Constructed channel alliances fuzzy comprehensive evaluation model , and use examples numerical example . ( 5 ) analysis of fuzzy comprehensive evaluation results and recommendations for improvement , members of the Union strategy for the channel selected reference.