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A Study on Appraisal of Marketing Channel Efficiency

Author: LiJiaXin
Tutor: LiuRuiXian
School: University of North
Course: Management Science and Engineering
Keywords: Marketing channels Performance Evaluation Strategic management theory Analytic Hierarchy Process
CLC: F274
Type: Master's thesis
Year: 2010
Downloads: 199
Quote: 1
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Abstract


With the continuous improvement of the level of the enterprise market , Chinese enterprises in a price war , the public relations battle , and advertising campaigns , they are also facing increasing homogenization competitive landscape . Marketing channels is difficult to mimic the characteristics of its high threshold , pursued by the commanding heights of the various enterprises . The enterprise marketing channel performance assessment as a tool to measure the effectiveness of channel management , increasingly subject to the attention of the relevant enterprises . However, very few our enterprise marketing channel assessment business objectives and corporate strategy linked prone to short-term behavior , can not meet the requirements of sustainable development of enterprises . This paper aims to the face of an increasingly powerful marketing network for the enterprise more targeted , more effective marketing channel performance evaluation provides a solution for enterprises to gradually improve its marketing channel management capabilities to create a competitive advantage of the channels winning must reference and reference . This thesis summarizes the theory of strategic management , financial management theory and channel management based on organization theory , follow the channel performance evaluation procedures and standards , and take full account of the relevant factors of the channels of impact assessment , combined with corporate goals , the development of marketing channels for Chinese enterprises the status quo build common enterprise marketing channel performance evaluation system . Its main contents include evaluation channels economy , controllability , and adaptability of three sub- evaluation index system , a total of 16 evaluation . , Comprehensive utilization of analytic hierarchy process in the selection of assessment methods , the Delphi method and linear weighting method to conduct a comprehensive , scientific and objective assessment of the corporate marketing channel performance . Finally, Little Swan washing machine marketing channels , for example , the use of the assessment index system to evaluate it , and contrast with the industry benchmark for Haier , come to Little Swan washing machine marketing channels should be concerned about and improved . Therefore , the effectiveness and operability of the evaluation system and method empirical analysis and validation , and has a certain practical significance .

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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