Scorecard In The Performance Evaluation Of The Distribution Channels

Marketing channels has become one of the most important elements which decide market competition. Only by developing effective marketing channels can enterprise gain competitive advantage in marketing practice. However, in reality, marketing channels performance is not good in our country owe to selecting channels blindly, organizing it exclusively, and managing it by experience. Original method of appraising channels' performance doesn't work well. Enterprise can't appraise channels' performance properly and improve it depend on this way. All these mean that it is necessary to make an effective appraising performance system.The BSC (Balance Scorecard ) is an integrated system in performance appraisal. Robert S Kaplan and David P Norton established BSC in 1992.lt not only emphasize the relationship between performance and strategy but also raise concrete system. BSC can be used in marketing channels' performance appraisal.This paper aims to put forward some indexes of BSC which are applicable to the channels' performance evaluation by taking into lessons from the new way-BSC.