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Since 90th in the 20 century, China beer industry leads into a quickly development period.China has become the first beer yielding country. With the rapid development of China’s beer industry, the channel became the focus of the beer business, and performance evaluation as a feedback channel, a powerful optimization tool for the beer business is increasingly becoming the focus of attention of marketing channel management.This paper, summarized the relevant theoretical results of performance evaluation, performance evaluation on channel, and beer companies channel marketing channel mode, combined with the product characteristics of beer and production companies operating conditions. Deeply discussed the characteristics of marketing channel of beer companys as well as the inherent requirement of the performance evaluation, drawing on the strategic management theory, customer satisfaction and supply chain management theory and other advanced theories. Both from the perspective of economics and management, put forward a new performance evaluation system. From the market, products, companies, brokers and the environment while five aspects of the beer companies start to evaluate the performance of marketing channels, mainly from the financial performance, channel running, customer satisfaction,four channels of competitive performance, build marketing channels for beer Performance evaluation.During the evaluation process, with the comprehensive utilization of AHP and the linear weighting method, the performance of the beer companies channel is evaluated by a comprehensive, scientific and objective way, to verify the proposed beer Marketing Channel Performance evaluation system and method is scientific and feasible through empirical analysis. Finally, on the direction of further research were briefly discussed.
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