Study On Channel Negotiating Relationship Among The Supply Chain

With the rapid development of e-commerce and information technology, more and more enterprises sell products through traditional retail distribution channels, at the same time, open up electronic channels for sales of products. However, the increase of electronic channels, making the original complex channel relationships becomes more difficult to control. Many enterprises in the two-channel strategy not only did not achieve the desired channel target, but also caused a shoke and damage to the original channel system which made a serious impact on the channel relationships of the entire channel system. This paper aims to reveal the intrinsic mechanism of commodity distribution system of channel relationship which based on the existing theoretical research of the channel relationship, so as to provide theoretical basis and practical guidance for enterprises to develop and implement multi-channel strategy better.Firstly, the study defines the structure and related concepts of the channel relationship of the commodity distribution, also analyzes the relationships of internal channel and within the channel in the commodity distribution system and competition with coordination side which based on two features of the channel relationship. Then, the paper explores the relationships within the channel funnels conduct negotiations between members, analyzes the main state channel representations, representations content to achieve conditions and determinants. Two scenarios are discussed under negotiation channel model to study the channel leaders and members to achieve regional spatial representations exchange channels. The paper discusses two scenarios channel negotiation model,and leaders and members of the channel with channel switching regional space. Then it discusses the relationship between homogeneous and heterogeneous channel within channels system, discusses the roots of the two channel’s competition and the role of coordination how to adjust the conflict caused by the competition.Secondly, this paper bases on the existing research about the channel relationship, discussed the basic principles of commodities put, which involves the principle of universality and particularity. This paper also analyzes the power base of zero for merchandise delivery channels under negotiation mechanism action within three channels discusses cooperation model with different representations of the strength of the case of the formation, and channel members selected according to the characteristics of goods delivery channel mode policy.Finally, the paper use representative commodity distribution system of large retail enterprises as a case study, discussing the channel relationships and channel model. It also analyzes the root of the online and offline channels Suning conflict, discusses the strength and extent of Suning negotiations with suppliers under different channel model. On this basis, this paper proposes appropriate coordination countermeasures for Suning existing channels.