The Research On The Factors Influencing Marketing Performance Of Enterprise

Marketing channel performance study as a marketing research important con-stituent is not only beneficial to truly and objectively response marketing channel situation,and thus optimize business process and management process,promote enter-prise's management level and ensure marketing objectives and business goal realiz-ing.So it has been the focus of research experts for many years.At same time,practice shows that a high performance of the marketing channel is helpful for reducing mar-keting costs,promoting sales,and adapting to market changes rapidly for enter-prises,which keep competitive advantage in the fierce market competition though im-proving the channel performance and channel members performance.To sum up,channel performance research has important significance.But channel performance study often focus on assessment method or some influencing factors.The research for enterprise marketing channel performance influence factors remains to be thorough.This paper is to multiple factors as the starting point to study the influence factors of channel performance and construct relational model of channel performance and the influence.In the article,we clarifies the research background,significance and method,analyzes the related theory.Through the two month theory knowledge learn-ing,we sort out influencing factors such as channel environment,the channel struc-ture,channel members behavior and marketing mix strategy.Meanwhile the study make the enterprises of cotton textile products as the research object,and design question-naire.Though using statistical software SPSS16.0 to analysis the valid-ity ,reliability,correlation and regression.Finally,by the empirical study results,we sug-gest some innovation methods such as changing channel structure,modifying the man-agement of customer relationship and so on to promote the enterprise marketing chan-nel performance and ensure the enterprise marketing goal realization. At the end of the paper,we review the whole part,summarizes the research achievements and put forward the research limitations and the insufficiency.The paper's result is helpful to ensure the enterprise marketing goal realization and lay the foundation for further enterprise channel performance factors.