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Profit Model of IT Distribution Enterprises

Author: ZuoYing
Tutor: LiZhenFu
School: Dalian Maritime University
Course: Business Administration
Keywords: Marketing Channels Marketing Channel Performance Performance Assessment Extension and Fuzzy AHP
CLC: F426.6
Type: Master's thesis
Year: 2011
Downloads: 81
Quote: 0
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Abstract


Economic globalization has become the characteristics of the contemporary world economy development, the market keeps changing, the competition is fierce day by day. The face of rapid economic development and market competition in the marketing channel has become a competitive factor which can not be ignored. However, the marketing channel strategy as the core competitiveness of enterprises was long neglected. Therefore, the problems of marketing channel performance evaluation system are particularly prominent in the designing of marketing channel, and have brought great trouble to the development of the enterprise.In this paper, firstly the definition of marketing channels, features and functions and composition are analyzed and summarized, illustrates the importance of performance evaluation, and performance evaluation of the meaning and characteristics, and then the content and elements of performance evaluation of marketing channels are described. Secondly, on the basic of the current status of Digital China marketing channel and the principles and requirements of the selected indicators, Digital China marketing channel performance evaluation index system has been established. Then, analyzing of the limitations of AHP, select the extension of fuzzy evaluation method as evaluation methods of Digital China marketing channel performance evaluation, as the performance of Digital China marketing channels have been evaluated, and the structure was analyzed. Finally, based on the performance evaluation, the author puts forward the strategy of enhancing the Digital China’marketing channel performance.This study can accurately assess the performance of corporate marketing channels, and to discover construction enterprises in the lack of marketing channels for the enterprise marketing channel performance and provide useful reference.

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CLC: > Economic > Industrial economy > China Industrial Economy > Industrial sector economy
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