Dissertation
Dissertation > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management

Study on Channel Alliance Relationship

Author LiuHui
Tutor XuHuiMin
School Northeastern University
Course Business management
Keywords Channel Alliance Relationship Fuzzy Comprehensive Evaluation
CLC F274
Type Master's thesis
Year 2008
Downloads 74
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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.

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