Amendment to proactive supplier distribution channels — An analytical framework

The retailer-led channels improve market prosperities and people´s living standards, but it is established in certain background. However, with the changes of the market situations of circulation channels, the problems emerged in the mismatch between the channel members who are strongly driven by economic interests and have different channel information and the problems occurred in channels efficiency losses objectively demand the original circulation channels to be continuously adjusted, re-designed and selected, That´s to say, the original retailer-led circulation channels need to be amended. From the perspective of proactive suppliers, this paper, which respectively regards the retailers, the suppliers and the consumers´ information feedback system as the breakthrough point of amendment, focuses mainly on two-way evaluation system directed at retailers and suppliers, and then builds an initiative research framework based on proactive suppliers´ circulation channels. Furthermore, this article, taking the fast-moving-consumer-goods model and the channels of supermarkets as the examples, analyzes the model´s operation mechanism and optimization of the revised channels. It is hoped that the paper can provide reasonable reference for retailer-led distribution channels.