A Study On Performance Evaluation System Of Automobile Marketing Channel

While the black inflexion in automobile industry comes and the myth of blowout-growth draws to a close, the development of Chinese automobile industry becomes rational and stable. For its hard-to-imitate character, Marketing channel is regarded as the core factor of aquiring competitive predominance under the situation that price strategy or public strategy can't do execution, besides products and advertisements turn to homogeneous. What's more, as a method of feedback, the performance evaluation of Chinese automobile marketing channel is deemed to be the focus of automobile corporations.The paper makes a retrospect and analysis about the current research on the theory and method of performance evaluation and automobile marketing channel, discusses the key points of Chinese automobile industry and its impact and internal requests on performance evaluation of marketing channel. After refering to the advanced theories such as stratagem management, customer sutisfaciton and supply chain management, the paper goes deep into four parts-customer satisfaction, internal operation, economic benefit, study and develop-to build up a performance evaluation system, use Analytical Hierarchy Process, Delphi, and linear authority splice to be the integrative evaluation method. Then the examples are made in order to approve the effectiveness of the system and the method. The paper also makes a conclusion about the main fruits and the prospect of the future research.I hope this paper could contribute lightly to performance evaluation on automobile marketing channel theory in quantificational and practical fields, and also offer a reference for aquiring competitive predominance of automobile corporations.