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Research on the Performance Evaluation of Enterprise Marketing Channels

Author: LiJinJin
Tutor: WangYiFeng
School: Xi'an University of Electronic Science and Technology
Course: Business management
Keywords: Marketing channels Performance Evaluation Analytic Hierarchy Process Fuzzy Analysis Method
CLC: F274
Type: Master's thesis
Year: 2010
Downloads: 618
Quote: 6
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Abstract


Product differentiation in an increasingly competitive global environment, gradually narrowing the constantly increasing diversification of marketing channels, corporate earnings began to focus from product competition to competition in the marketing channels, marketing channels become enterprises in market competition can not be ignored important factor. High-efficiency, high-quality, high responsiveness marketing channels will undoubtedly become the key to winning in the market competition, and how to measure the performance of marketing channels has become an important issue of concern in the field of corporate and academic. At present, research on marketing channels there are many, but the marketing channel performance evaluation theory is not mature, the systematic and scientific theory to be strengthened and operability. These problems make the channel managers assess the levels of channel performance, a lack of theoretical guidance available tools and methods, and in some cases, even lead to wrong decisions cause losses to the enterprise. In order to effectively measure the effect of the operation of the enterprise marketing channels to the channel managers to provide valuable recommendations for performance evaluation of the marketing channels. This paper introduces the theory of channel theory research status at home and abroad as well as marketing channels, performance evaluation, and performance evaluation, customer satisfaction and channel revenue maximization theory is applied to the performance evaluation system of marketing channels; financial position, channel status, The four aspects of customer value and channel value to build a marketing channel performance evaluation index system; using the Delphi method to obtain the survey data, the application of analytic hierarchy process to determine the the layers index weight, and application of fuzzy comprehensive evaluation method to calculate the performance value; Founder Group Corporation application instance, qualitative and quantitative analysis of the results of the evaluation of the performance of marketing channels, to verify the scientific feasibility and evaluation methods of performance evaluation system of marketing channels; optimization measures for performance evaluation method of marketing channels and recommendations for improvements to the management to improve channel performance. Through this research, I hope for the channel managers conducting performance evaluation methods, thus helping to improve the evaluation of the performance of the enterprise marketing channels to improve channel management, channel efficiency, enhanced channel marketing channels performance evaluation can learn competitiveness.

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