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为了更科学可靠的对乘用车渠道利益进行再分配,结合实际,综合考虑“风险、贡献、绩效”3个因素构建利益再分配模型。运用多层次模糊综合评判法对模糊算子进行模糊合成,以判断风险因素各指标的风险等级,其中权重的确定由经验丰富的行业相关从业者组成专家组,采用专家评分取均值的方法确定。考虑到各代理商及经销商为提高渠道整体畅通性和利益的获得所付出的努力,运用Shapley值法对贡献因素进行评判,从而得出利益分配比例。运用层次分析法(AHP)确定各绩效评价指标的权重,对正向和逆向指标进行量纲一处理,再将各量纲一化后的指标值与指标权重相乘,归一化处理,得利益再分配比例。最后,由行业专家组根据宏观环境以及微观环境条件等调查分析计算出“风险、贡献、绩效”3个因素的权重,构建综合利益再分配模型。通过算例分析列出求解具体过程以及结果,该模型有助于乘用车制造企业留住好的经销商,维持市场覆盖面,创造更有价值、信誉、更难超越的销售能力,提高顾客的终身价值。
In order to redistribute the interests of passenger car channels more scientifically and reliably, the redistribution model of interests is constructed based on the three factors of “risk, contribution, performance”. Fuzzy synthetic fuzzy multi-level fuzzy operator fuzzy synthesis to determine the risk factors of various indicators of the risk level, in which the weight determined by the experienced industry practitioners formed a group of experts, the use of expert ratings to determine the mean. Taking into account the agents and distributors to improve the overall accessibility of the channel and the benefits of the efforts made, the use of Shapley value method to determine the contribution of factors, which leads to the proportion of the distribution of benefits. Analytic Hierarchy Process (AHP) to determine the weight of each performance evaluation index, the dimension of the forward and reverse indicators to deal with, and then the amount of each dimension of the indicator value multiplied with the index weight, normalized, The proportion of redistribution of benefits. Finally, the panel of industry experts calculated the weight of the three factors of “risk, contribution, performance” according to the macro-environment and micro-environmental conditions to construct the model of comprehensive benefit redistribution. The specific process and the results are listed through the example analysis. The model helps the passenger car manufacturers to retain the good dealers, maintain the market coverage, and create more valuable, prestige and more difficult sales ability to improve the customers’ Lifelong value.