Tea Company Marketing Channel Performance Evaluation And Promotion Countermeasures

The marketing channel of tea is the link between the tea enterprises and the consumers.Whether it is smooth,stable and efficient directly determines the circulation efficiency of tea,and affects the final income of tea enterprises,middlemen and customers.At present,there are few studies on the marketing channel performance of tea enterprises in China,and how to analyze and evaluate the performance of marketing channels of tea enterprises has become a difficult problem for tea enterprises to be solved urgently.This paper combs the research results of marketing channel performance by experts at home and abroad.Combining with the characteristics of Chinese tea culture,this paper introduces cultural marketing theory,information economics theory and balanced scorecard theory into the evaluation of tea marketing channel performance.On this basis,from four dimensions of tea culture marketing capability,marketing financial performance,customer service performance and channel internal process,the tea enterprise marketing channel performance evaluation index system consists of 4 first level indicators,8 two level indicators and 24 three level indicators.According to the performance evaluation index system of tea enterprise marketing channel,AHP and fuzzy comprehensive evaluation method were applied to T tea enterprises.According to the empirical analysis,the weak links in the marketing channels of T tea enterprises are revealed,and on this basis,the following suggestions are put forward on how to improve the marketing channel performance of the T tea enterprises.(1)Strengthening the management of customer relationship(2)Highlight the tea cultural elements in advertising(3)Perfect the brand construction of tea enterprise(4)Establishing channel information feedback mechanismThrough the study of this paper,a system of evaluation indexes with tea industry characteristics is constructed for tea enterprises,which provides a general method for the performance evaluation of tea marketing channels.It can reflect the real situation of marketing channels more effectively,and facilitate the tea enterprises to find out the short board that affect the overall performance in every link of marketing channels,so as to optimize the weak links in the marketing channels and formulate strategies to improve the overall performance of marketing channels.It is helpful for tea enterprises to improve channel management and improve channel performance.