The Research On Guiding The BSC To Performance Management Of The Partner-relation Dealers

Based on the forming of partner–relation between a manufacturer and his dealers, the paper quotes the Balance Scorecard(BSC) into the dealers'performance management which is the key point in their relation. The paper also introduces the feasibilities, principles and methods of using the BSC in practice of dealers'performance management. Finally, it forms the design method of dealers'performance assess and return according to the BSC theory.The main part of this paper has three chapters and they are structured as follows.Chapter 1 presents the evolution of the circulating channel behavior in theories. This chapter is composed of two parts. First of all, part 1 ascertains the conception of the circulating channel. Afterward, introduces the traditional research visual angle of the channel behavior theory, these contents mainly involve in the relation structure, conflict management, control mechanism and relation marketing inside the circulating channel system. This part pays attention to the research concerning on channel power, cooperation and conflict, the research was instructed by some western scholars. Finally, it educes the affiliation inside the channel power, cooperation and conflict. Part 2 enumerates the examples about Idemen corp. and Kerlimen corp. and concludes that the strategic alliance is formed between manufacturer and his dealers. In the end, this part analyzes needed factors and causes in order to construct this kind of alliance. This chapter considers that the factors that include cooperative desire, belief, collaboration and information share between manufacturer and his dealers are needed to construct the partner type relation. The causes to build partner type relation consist in the cooperative competition awareness of the enterprises in the channel, the increase of the consumer channel power, and the specialization of channel functions. The contents and conclusions of this chapter point out the direction and objective for the sake of using the BSC in the practice of dealers'performance management.