Research On The Distribution Channels Performance Evaluation Of The Domestic Mobile Phone Manufacturers

Domestic phone manufacturers are emerging one after another today,which leads to severe competition in smart-phone market.While seeking product differentiation,manufacturers are concentrating on distribution channels competition.Highly effective and open distribution channels help products move to consumers more quickly,and are important to sales and shipment promotion.Therefore,it is a major issue for domestic phone manufactures to evaluate performance of present distribution channels and locate shortcomings among the while process.Currently,there has been massive research on performance evaluation of whole distribution channels,but discussion about each distribution sector is much less,especially when it comes to mobile phone industry.So mobile phone industry is in need of a scientific method for distribution channels evaluation.This thesis starts with literature review at home and abroad,and introduces related theory basis.Based on design principles of distribution channel evaluation,we develop a complete and scientific evaluation index system including produce performance,intermediary business performance,consumer performance and channel coordination.We apply analytic hierarchy process and expert evaluating method to different indicators,assign weights according to relative importance,and calculate final score using fuzzy synthetic evaluation method.To assess the practicality of the evaluation index system,domestic phone manufacturers H Company is taken as a case study.We evaluate the distribution channel performance of H Company,and give advice for further channel management improvement.In this thesis we constructs an evaluation index system for domestic phone manufacturers,thus providing a general method for distribution channel evaluation.This could help enterprises enhance channel management and improve channel performance.