Study On Marketing Channel Performance Evaluation Of Daily Chemical Industry

Daily chemical industry is the industry category which associates the production andsale of chemical products industry with people’s daily lives. The life cycle of its industry islong. From the development trend at home and abroad, daily chemical industry does notexist the possibility of being replaced or a recession in the future. At present, China is thecountry which owns the most popular in the world, and also has a global future growthpotential and scale of the largest market, at the same time, its profit margins is relativelylarge than other industries. With the continuous development of the economy, the dailychemical industry has developed rapidly, and at the same time the market is changing allthe time quickly, then with the increasingly fierce competition, this is undoubtedly a testfor all daily chemical enterprises. Facing the battle in the market, the marketing channelshave become an important factor that can not be ignored by the daily chemical enterprisesin market competition. Good marketing channels can assist companies expanding thecompetitive product extended to every corner of the market with the fastest speed, so as tobring more profit for the enterprise. Judging whether the marketing channels to do this ornot, it is necessary to carry on the performance evaluation, which is not only related to thedevelopment of daily chemical industry, but also related to the growth of the wholenational economy. It has important realistic meaning.This paper is divided into four parts. The first part mainly introduces the researchbackground of paper, analyzes and summarizes the research status at home and abroad andthus determines the purpose and significance of the research, as well as the difficulties andinnovation points in the thesis and it also introduces the basic framework and theory ofmarketing channels, performance evaluation theory and customer satisfaction theory andso on. The second part mainly clears the definition and characteristics of daily chemicalindustry, it also introduces the development stage of daily chemical industry and analyzesthe characteristics, composition and function of the marketing channel of daily chemicalindustry, then it sets up the marketing channel performance evaluation system of the dailychemical industry. The third part mainly establishes the performance evaluation model of marketing channel by using the Analytic hierarchy process and Fuzzy comprehensiveevaluation, then it tests the maneuverability of this model through the empirical research,at the same time it also analyzes the result and gives the proposal for the enterprise. Thelast part of the paper is the conclusion, it summarizes all the contents and abstracts themain achievements from the paper, then provides a reference to the readers and at the sametime it also offers relevant reference effect to the whole daily chemical industry.