Research On The Performance Evaluation And Management Strategy Of A Fertilizer Company’s Distributors

Since the "Eighth Five-Year Plan",China has introduced a number of policies on fertilizer,with the continuous promotion of social processes,the relevant departments are constantly improving the fertilizer industry policies to ensure the healthy and stable development of the fertilizer industry.At the same time,according to the latest United Nations data report shows that in developing countries,the use of fertilizer to the country’s social contribution rate of about 54%,while in China’s fertilizer social contribution rate of nearly 50%,there is still some room for improvement,from this point of view China’s fertilizer industry still has a broad vision.In other words,the healthy development of the fertilizer industry on the sustainable development of China’s social and economic impact should not be underestimated.However,the current fertilizer industry competition is doubly fierce,A fertilizer company can only continuously improve their competitiveness in the fierce competition in the market to get a long development.For fertilizer companies,their core competitiveness in addition to the product is the ability of the dealer.In other words,to have strong competitiveness in the market,it is necessary to establish a good relationship with dealers,it can also be said that those who have access to the channel will be able to win the world.Therefore,the selection and performance evaluation of distributors is particularly important for enterprises.Enterprises must have a complete and scientific dealer performance evaluation system,because only in this way can they obtain effective market information from dealers and make timely corrections to existing products and marketing methods based on the information obtained,so as to improve the performance of dealers,gain more market share and ensure the efficient operation of marketing channels.In this paper,we focus on the improvement of dealer performance evaluation of fertilizer company A.Firstly,we study the theories of dealer management and dealer performance evaluation;secondly,we analyze the current situation of dealer performance management of fertilizer company A and find out the shortcomings of its performance evaluation system;secondly,we optimize the indicators of dealer performance evaluation through AHP hierarchical analysis Then,the performance evaluation of A fertilizer company’s dealers was evaluated and improved by the fuzzy comprehensive evaluation method;finally,the dealer management improvement strategy was proposed.