Research On Theory And Method Of Dynamic Logistics Alliance(DLA) Operation Management

Dynamic Logistics Alliance (DLA) is a new logistics enterprise management and organizational model under the situation of economic globalization and rapid development of information technology. After China's accession to the WTO, the area of logistics services has emerged a new competitive situation. Facing fierce competition in the logistics market and high standards of the logistics demands, more and more logistics enterprises realize that it is difficult to grasp the rapidly changing market opportunities just by the integration of their own internal resources. As an effective means of consolidating resources, Dynamic Logistics Alliance, in all aspects of its outstanding advantages, has become a realistic choice for logistics enterprises to grasp opportunities in the new situation of the logistics market.Dynamic Logistics Alliance is an expansion of dynamic alliance theory in the logistics field , but many key management problems are far from being fully considered and resolved, such as theoretical basis of the alliance's formation, the choice and optimization of partners, the design of organizational model, and the establishment of cooperation contract, the relationship management, the distribution of benefits, the establishment of incentive and restraint mechanism, and the appraisal and evaluation of performance, etc. The article makes the life cycle of DLA as a main thread and the critical problems in building and operating DLA as subjects, adopts modern economics, management theory and mathematical techniques to study the theory and method that involving in the formation and operation DLA deeply and systematically. It also forms a set of tentative theoretical research frame of DLA construction and operation that suits our national condition and with strong operation, what we do has important theory, practical significance and can promote logistics industry development without doubt.(1) Firstly, the paper analyses the current development and competition situation of logistics industry in China, points out that the third-party logistics enterprises (especially small and medium-sized TPL enterprises) must follow the road of cooperation in the current industry environment, concludes that establishing an effective dynamic logistics alliance is the best way for logistics enterprises to enhance competitive advantage rapidly. It also discusses detailedly that the dynamic logistics alliance is the most effective organization model for the third-party logistics companies and the establishment in China has a special necessity and realistic feasibility.(2) The theoretical basis of dynamic logistics alliance's formation. The paper discusses connotation, characteristic and comparative advantage of dynamic logistics alliance; uses the core competitiveness of enterprises theory, the Theory of Value Chain, resource-based theory, resource dependency theory and transaction cost theory of economics to explain the formation and the principle of dynamic Logistics Alliance.(3) The paper discusses some key issues about the construction of dynamic logistics alliance. On the basis of partner classification and the establishment of dynamic logistics alliance, the paper proposes a four-stage process model in the dynamic logistics alliance partner selection: preparation stage, primaries stage, local optimization stage and overall optimization stage, sets up a mathematical model for every stage and analyses them in detail; the paper researches the organizational model and influencing factor of the dynamic logistics alliance, and proposes the full life cycle of dynamic logistics alliance organizational model on the basis of stage division, then the paper designs a organizational model portfolio that the dynamic logistics alliance can choose throughout the whole life and a logistics task-oriented hybrid organization topology for dynamic logistics alliance; the paper also establishes a dynamic logistics alliance contract network system, designs price floor / ceiling protection clauses and dynamic inspection clause, determines the reasonable rate of default. The paper also analyses several of the interests distribution models, proposes a dynamic logistics alliance interests distribution model based on the classification; establishes a two-stage process model for the coordination in the dynamic logistics alliance interests distribution.(4) The paper discusses some key issues about the management of dynamic logistics alliance. The paper describes the connotation and characteristic of mutual trust relationship in the dynamic logistics alliance, uses game theory to demonstrate the necessity of mutual trust relationship, analyses the important role of trust in the dynamic logistics alliance, studies the generation mechanism of the trust relationship, and discusses its establishment model and measures. The paper also uses game theory to analyze behavior strategy between the leader and the member enterprises in the dynamic logistics alliance performance appraisal, designs a dynamic performance assessment method---dynamic logistics alliance members collaborative fuzzy performance evaluation system, establishes a integrated performance evaluation system, and analyses some corresponding index quantitative; on the perspective of dynamic, the paper combines the set theory and analytic hierarchy process to establish the dynamic logistics alliance overall performance evaluation model based on the dynamic fuzzy level comprehensive evaluation method, gives specific operational steps and application examples.Aiming to the logistics industry development, The paper analyzes DLA's key issues about construction and operation in depth and provides corresponding solution and countermeasures, and gets effective combination of dynamic alliance thought and modern logistics management. it can provide theoretical guidance for modern logistics enterprise to constitute dynamic logistics alliance.