Research On The Evaluation Of The Channel Strategy In Consume Goods

Channel straegy is one of the most importan marketing begies inconsumer gOods field. Although the theories of channl become more andmore perfect, but the ways to evaltale a channel stratgy is very differenfrOm each other in different fields and backgrOunds.ttis paPer wil1 give us an eaSy and oPened Way to evaiUae a channlstratgy in consumer gOods marketing field by analyalng and combining thetheories ofchannl and channl evaluaion. Five indexes, naxnd as the grOwthrate, the comPrehensive markehng shar, the average reWard and investInentrate of accouns, the channel cost and the trade satisfaCion are chOsen toevaluae the Whole channel strategy. ms five indexes are most imPortan toconsumer goods indusny.We wil1 aPPly this way to the case of Charmel Rehullding strategy inChongqing TingYi Food Co., intl. Ltd.. This paper gives some worthy proposalstO this comPany because we find tha channl cost is veryhigher thanPrediCt, and there is some trOuble in trade Promotion. Also, in this paper, youcan get very much information ofinstan noodle indusny and markatingknowledge in consumer goods industry.