Marketing Channel Evaluation System

Along with marketing channels as the value of value-added enterprises, and create the role of core competencies become increasingly prominent, the academic and companies are paying more and more attention to marketing channels research and exploration, as the evaluation of enterprise marketing channels is the basis for the management of marketing channels, so the importance of the evaluation is obviously. However, evaluation of marketing channels is still quite imperfect, the shortcoming of the evaluation indicators and evaluation methods make the evaluation cannot fit the actual needs, and the evaluation model , evaluation object, and the purpose can not be closely integrated, so the study is just a single study of the theory, lacking of application and maneuverability.In this paper, Firstly I reviewed the evaluation of marketing channels for domestic and foreign research, and pointed out the inadequacies of the existing; Secondly, a comprehensive analysis of the business functions and features of marketing channels, combined with the value chain theory, transaction cost theory and game theory and other related theory, to summarize what should be covered in the choosing evaluation indicators; Thirdly, according to the existed research and the analysis of marketing channels before, I build the capacity system of the marketing channels, and synthesis the ability of the marketing channels to 16 indicators, as a marketing channel evaluation index system. Fourth, the comparative study of evaluation methods and the existed marketing channels evaluation, integrating various methods in marketing channels evaluation, I established the AGBA evaluation model. What refer the purpose of evaluation and the non-linear relationship feature between the various indicators of the index system. The model use the expert knowledge and experience to guide the neural net study and train the network, using the artificial intelligence evaluation in marketing channels evaluation. Fifth, by simulating the empirical analysis, the evaluation model is validated, and a detailed description of the network training and operation is also given. In this paper, on basis of the in-depth digging through the marketing channel's functions, combining with the characteristics of channels, I had a ground-breaking attempt in the evaluation of indicators and evaluation methods for marketing channels, what makes a new perspective in establishing the AGBA marketing channels evaluation model. And the validity of the model simulation tests proved that such a comprehensive evaluation method is simple and scientific rationality...