Research On Assessment Of Channel Performance Of Auto Distribution

While the black inflexion in automobile industry comes and the myth ofblowout-growth draws to a close, the development of Chinese automobile industrybecomes rational and stable. For its hard-to-imitate character, Marketing channel isregarded as the core factor of aquiring competitive predominance under the situationthat price strategy or public strategy can't do execution, besides products andadvertisements turn to homogeneous. What's more, as a method of feedback, theperformance assessment of Chinese automobile marketing channel is deemed to bethe focus of automobile corporations.The paper makes a retrospect and analysis about the current research on thetheory and method of performance assessment and automobile marketing channel,discusses the key points of Chinese automobile industry and its impact and internalrequests on performance assessment of marketing channel. After refering to theadvanced theories such as stratagem management, customer sutisfaciton and supplychain management, the paper goes deep into four parts-customer satisfaction, internaloperation, economic benefit, study and develop-to build up a performance assessmentsystem, use Analytical Hierarchy Process, Delphi, and linear authority splice to be theintegrative assessment method. Then the examples are made in order to approve theeffectiveness of the system and the method. The paper also makes a conclusion aboutthe main fruits and the prospect of the future research.I hope this paper could contribute lightly to performance assessment onautomobile marketing channel theory in quantificational and practical fields, and alsooffer a reference for aquiring competitive predominance of automobile corporations.