反向营销和反向拍卖式供应商关系管理比较分析

产品的独特性、产品对企业的重要性、企业的采购量、供应市场状况、供应商的讨价还价能力和企业风险影响供应商关系管理策略。反向营销和反向拍卖是两种不同的供应商关系管理理念,不过全球经济一体化和技术的发展决定了企业中的多数产品既可以实行反向拍卖策略,也可以实行反向营销策略。从直接采购成本、直接交易成本、关系处理成本和供应处理成本四类供应商关系成本以及两类关系收益(成本收益和收入收益)的角度探讨了两种供应商关系管理模式的选择。

Comparing Reverse Marketing with Reverse Auction

The supplier relationship management is affected by many factors, such as the inimitable features, the importance of product, the purchasing amount of enterprise, the marketing environment, the supplier's ability to bargain and the risk of enterprise. Reverse marketing and reverse auction are very different. However, buyers can implement either of the two strategies because of the globalization and the development of IT. Buyers can choose relationship strategies by relationship costs and relationship benefits.