Research On The Performance Evaluation Of Enterprise Marketing Channels

In an increasingly competitive world environment, the product differentiation begines to diminish, and the marketing channels continue to be diversified. Corporations shift the focus from product competition to marketing channels competition. Therefore, the key to winning in the marketing competition is marketing channels of high-quality and efficiency. It has been an important topic that how to measure the marketing channel performance. At present, there has been a lot of research of the marketing channels but not about the performance evaluation of marketing channel which is not mature and need to be strengthened about the systematic, scientific and operability. Without the guidance of the integrated theory and available tools and methods, managers would face problems when evaluating the channel performance, even bring losses to the enterprises.In order to evaluate performance of marketing channels accurately and effectively and provide valuable advice to the channel managers, this article elaborated the integrated theory of marketing channel performance evaluation. With the theory of customer satisfaction and revenue maximization included, four evaluating indicators: financial performance, operation status, customer value and channel value have been constructed to build up a performance evaluation system. In performance evaluation of marketing channels, Delphi Process, Analytic Hierarchy Process (AHP) and Fuzzy Comprehensive Evaluation (FCE) have been used synthetically. Through the application of the evaluation system and methods, the data has been qualitatively and quantitatively analyzed. With the empirical study of Founder Technology, the validity feasibility and operability of the evaluation system and methods have been confirmed in the paper. At last, optimization measures have been proposed to improve the performance evaluation methods and the performance management of the marketing channels.Through this study we hope that it can help improve the performance evaluation of marketing channel, enhance competitive ability of marketing channels and provide a reference performance evaluation method and tool for enterprises to create more value for the domestic enterprises.