A Study On Performance Evaluation System Of Household Appliances Manufacturer’distribution Channel

With the rapid and stable development and tough competition of household appliance manufacturing enterprises in China, the means of product, price and promotion have been difficult to obtain long-term competitive advantage. The distribution channel as a ten-speed factor in this period, who can grasp it, who will be able to win in the new round of competition. So, the performance evaluation of distribution channel is critical, because it can not only guarantee the sustained and stable development of household appliance manufacturer distribution channel, but also to enhance the core competitiveness of enterprises. But now, research papers are mostly concentrated corporate performance in many aspects of the enterprise value of investments, corporate governance performance, capital structure and performance corporation, the research which has let household appliance manufacturer and it’s distribution channel performance as the starting point is very little, the study of the performance of corporate marketing is common, and the study of appliance manufacturer distribution channels focused only on channel efficiency and channel development. In view of this, the paper’ core point is the performance evaluation of household appliance manufacturer distribution channel, and to be harvested.Firstly, this article has reviewed the performance evaluation, performance evaluation theory of distribution channels and performance evaluation household appliance manufacturer distribution channels; then, this article has build a performance evaluation system of distribution channels which is combined with the characters of household appliance industry; Finally, this article selected two household appliance manufacturers which is the represent of this industry and usedsome methods to evaluate their performance of household appliance manufacturer distribution channel, such as analytic hierarchy process, comprehensive evaluation method, the Delphi method and linear weighted method. The results are as follows:(1) The results of the performance evaluation of household appliance manufacturer B2 were lower than B1;(2) Service response speed and technical level in the performance of customer satisfaction, sales growth, market share and Accounts receivable turnover rate in the economic performance, the information communication speed, communication quality and the availability of financing ratio in internal operational performance, the five sub-indicators in learning and growth performance are the main factors which has caused the differences of the performance of household appliance manufacturer B1 and B2. The results validate that the proposed distribution channel performance evaluation system and evaluation method is feasible,and it has certain guiding significance on the evaluation of household appliances manufacturing enterprises channel performance, hope to provide some reference value for the production of household appliance enterprises such as B1.