| With china's entry to WTO, the retail trade and the consumer goods industry are undergoing deep changes. The fast moving consumer goods(FMCG) manufacturers and retailers have closer contact and their contacts and cooperation will be of greater importance than ever. On one hand, FMCG manufacturers will need closer cooperation with the retailers to know the needs of the market and arrange production and marketing dynamically. On the other hand, the retailers need closer contacts with the FMCG manufacturers to gain lower sourcing cost and faster order.In practice, however, there is always conflict between the two parties, which influence their business. Considerable research and surveys indicate that what the FMCG manufacturers and the retailers care is not always the same and they also hold different opinions on the same question. Therefore, it is of great importance to objectively research the needs of the two parties and the key points that the both parties care.In this background, The Association of Chinese Chain-Store Industry conducted an investigation among the FMCG manufacturers and retailers in the late year in 2002 to find out the present cooperation situation between them. I had participated in this project and have possessed some first-hand data for this thesis.In the course of the research, materials and data are gained through the combination of theory study and experiments. The original data are obtained by questionnaires and the statistics are analyzed by AHP(Analytical Hierarchy Process).The research indicates that the concerns of the FMCGFMCGmanufacturers and the retailers have differences and similarities. Nowadays both the parties are concerned whether the other party possesses high level of honesty and occupational ethics. Meanwhile, the FMCG manufacturers pay a lot of attention to whether the retailers have high credit standing, never default payments for goods, settle accounts with accuracy and actively assort the promotion of the suppliers whereas the retailers are interested in the FMCG manufacturers' delivery of orders punctually, adequately and accurately.Meanwhile, in the thesis an accurate evaluation system, which is easy to operate and pragmatic, is introduced to the relevant enterprises to establish their own evaluation system according their real situations and to other industries to use for reference.On the basis of the above research, the thesis has arrived at an evaluation system on the cooperation between the FMCG manufacturers and the retailers after the analysis of their cooperation practice. Here the evaluation system is used to judge the importance level attached to the different elements in the course of cooperation and to review the behavior of the other party. It can also be employed for self-inspection, i.e., to inspect the behavior of the enterprise itself during the cooperation. The manufacturer's evaluation system on the retailer and the retailer's on the manufacturer both contain three indexes, each of which contains several sub-indexes and whose weighted averages are arrived at through AHP. Eventually the evaluation systems for the both parties have been accomplished, have fulfilled the validation of experiments, have proved its representation and can be used as a common evaluation system for the cooperation between the FMCG manufacturers and the retailers, with the feature of easy operation and pragmatic maneuverability in practice. |
