Study On The Evaluation Of Marketing Channels For The LED Lighting Products Of A Company

With the acceleration of economic globalization, the pace of industry adjustment in developed countries also speeds up. The productions of general LED lightings are moving into developing countries. And China is a proper country. The reasons can be listed as below. First, China has the conditions to manufacture these products. Second, due to the lower labor costs in China, now China is going to become a big exporter in lighting industry. And the output value of lighting industry in China has grown at an annual rate of 2% for 8 consecutive years as well as the growth will accelerate in the next few years. Third, with the expansion of construction market and the increase of electricity consumption of resident and industry, the advantages of LED lighting products with low energy consumption and the decrease of the costs of LED lightings are increasingly prominent, which makes the need and possibility of popularity of LED lightings increase rapidly. LED lighting products have ushered in peak sales. Domestic LED lighting manufacturers will enter a sale period of "golden period". However, opportunities and challenges coexist. Because of the LED lighting industry has enormous market potential, many investors come into the industry. And there is not an enterprise that has a market share of more than 3% in the current domestic LED lighting market. Those enterprises have adopted to strengthen the channels of distribution in order to strengthen their market competitiveness.First, in this paper, the background, the objective and the content of studying were introduced. Then, marketing channel management theory. performance evaluation theory? channel assessment theory of studying were lead into. And the Overseas and domestic research actualities of evaluation of marketing channels were introduced. Then, according to the reality of the domestic LED lighting industry and the characteristics of marketing channels of LED lighting industry, this paper research the main problems which should be considered to evaluate the performance of the marketing channels of domestic LED lighting enterprises by selecting evaluation level one and level two indicators which fit for LED lighting enterprises to formulate feasible evaluation of strategy of marketing channel. Then based on the characteristics of the current LED lighting industry and enterprise, this paper designed the domestic LED lighting marketing channel evaluation system. In the end, in this paper, the empirical research system was applied to the assessment and analysis of marketing channels of LED on A company's assessment of the marketing channel. And the results of the survey were obtained by questionnaires, analytic hierarchy process and fuzzy comprehensive evaluation method. And by analyzing the results of calculation, the corresponding analysis results and suggestions for improvement were put forward. Summing up the previous theory study, this paper proposes the LED lighting enterprises in marketing channels evaluation model system.