A Study On Appraisal Of Marketing Channel Efficiency

In the mature of market economy of today, companies from all walks of life also has accumulated rich experience in market competition. In the face of the sudden changes in the market development direction, many companies will find signs of change in time and starting from the status quo of the enterprise to formulate corresponding measures to keep the vitality and competitiveness of the enterprise. And even to today, More and more enterprises put the focus on the marketing channel to improve itself in the product of the elements of the marketing mix with the condition of quality and price of the products difference become smaller and smaller. The construction of marketing channels and shape to become a popular and receive attention. it is important for enterprises to win the competition to build marketing channels which belong to enterprises uniquely.One of the most concern for the scholars and companies is how to evaluate the performance of marketing channels. Although there are too many researches about marketing channels, the amount of researches of performances of marketing channel is small. Inadequacy of theory is likely to affect the validity of the performance of marketing channel and even worse, to lead to fauty-decision.In order to provide a basis for evaluating the performances of marketing channels, to make relevant enterprises can make policy according to related basis. This paper based on the research of marketing channel of the domestic and foreign scholars, combined with the reality of Xiwang food companies and carried on the research to its marketing channel performance, in order to draw more new point of view the performance evaluation of marketing channel. This article simply introduces the relevant domestic and foreign scholars about the marketing channel, the performance evaluation and performance evaluation of marketing channel research. The Delphi method and analytic hierarchy process(ahp) and fuzzy evaluation method applied to the study of marketing channel performance evaluation system. we are going to analyze and construct the evaluation system from financial performance, channel operation, customer value and channel value four aspects. Collecting related data by the Delphi method. Determine the weight of every index system by the analytic hierarchy process(ahp). Evaluating system value and performance by fuzzy comprehensive evaluation method. In the empirical analysis, analyzing and summarizing the final evaluation results by the example of Xi Wang group。In this paper, the study aims to analyze the channel for enterprise managers of Xiwang food company in the performance evaluation method worthy of learning, to assist them to pick full understanding of their own marketing channels, to help enterprise managers in the improvement of the marketing channel has enough knowledge and method and formulate relevant policies to provide certain theoretical basis for them. Meanwhile, writer hope to contribute an own strength for the relevant industry enterprise performance evaluation research of the marketing channel theory and empirical research.