Research On Marketing Channel Performance Evaluation Of Xinjiang Characteristic Agricultural Products Processing Enterprises

Marketing channel is one of the most important assets of an enterprise.It is the path that the enterprise transfers the product to the consumer.Companies can provide services through the channel,increase the added value of products,to the enterprise,marketing channel to logistics,capital flow and information flow,business flow,become a bridge between enterprises and consumers.Therefore,marketing channels are essential for enterprise development.With the advance of "development strategy The Belt and Road",as the core area of Xinjiang,ushered in the economic development of the agricultural policy opportunity,as a pillar industry in Xinjiang is facing new opportunities for development,and agricultural products deep processing,especially the processing characteristics of agricultural products is an important way of agricultural products,is the priority among priorities of agriculture the development of the.At the same time,integration of agricultural products marketing and "Internet plus",bring the technical conditions for agricultural products processing industry in Xinjiang economic restructuring and industrial upgrading.However,in the face of opportunities at the same time,the characteristics of Xinjiang agricultural products processing enterprises have many problems,especially the marketing channels in small scale,decentralized management,collaboration among enterprises is poor,poor leading enterprises,marketing channel length is too long,the exchange of information is not smooth and other problems,these problems restrict the development of trade relations and marketing channels the organization mode of Xinjiang characteristics of agricultural products,the potential characteristics of Xinjiang agricultural product processing industry can not effectively play the huge.Therefore,the research on the marketing channel of Xinjiang characteristic agricultural products based on processing enterprises is becoming one of the important subjects of agricultural development and increasing income of farmers in Xinjiang.Therefore,based on the characteristics of agricultural products processing enterprises as the angle of view,combined with Xinjiang characteristics of agricultural products trading market characteristics,attempts to study characteristics of Xinjiang agricultural products marketing channel performance evaluation,explore the effective way of the characteristics of Xinjiang agricultural products marketing channel optimization.The full text is divided into 6 parts,the specific contents are as follows: the first chapteris the introduction.Mainly introduces the research background,research significance and research methods,and innovation of this article,mainly summarizes the research literature at home and abroad about the marketing channel performance evaluation,and evaluates the relevant conclusions of the study;the second chapter is the theoretical foundation part.This paper first defines the important concepts of marketing channel performance and marketing channel performance evaluation and agricultural products processing enterprises,and the related basic theory(transaction cost theory,strategic management theory and customer satisfaction theory)are elaborated;the third chapter is the status of agricultural products processing industry in Xinjiang characteristics.Through the existing mode of investigation of Xinjiang characteristic agricultural products processing enterprises,analysis of agricultural product processing industry,to lay the foundation for the construction of index system;the fourth chapter is the construction of performance evaluation index system of marketing channel.The paper combines the characteristics of Xinjiang agricultural products market and the main factors that influence the marketing channel performance of agricultural products processing enterprises.Based on the BSC idea,the paper constructs the marketing channel performance evaluation index system.The fifth chapter is the empirical analysis.This part uses the AHP-entropy weight method to evaluate and analyze the marketing channel performance of five sample enterprises,and puts forward some suggestions for improvement according to the empirical results.The sixth chapter is the summary and outlook.Through the full text of the summary,the future of agricultural products processing enterprises marketing channel performance evaluation research outlook.