A Study On Performance Evaluation System Of Automobile Manufacturing Enterprise Marketing Channel

With the rapid, rational and stable development and tough competition of Chinese automobile industry, marketing channel has been one of the core factors of acquiring competitive power. The academic & enterprise areas have focused on performance evaluation system of automobile manufacturing enterprise marketing channel more and more which is regarded as the breakthrough point to promoting the whole management level and key competitive power of automobile enterprises performance.The paper makes a retrospect and analysis about the current research home and abroad on the theory and method of performance evaluation and automobile marketing manufacturing enterprises'channel, analysis the automobile existing situation from the vertical aspect.The paper combines theoretical research and example application method and simply generalizes the present-day situation of performance and performance evaluation. It also studies the overall level of channel distribution on automobile manufacturers for performance evaluation results and the theory of systematic study of the basic conditions. After referring to the advanced theories such as stratagem management, customer satisfaction and supply chain management, the paper goes deep into four parts-customer satisfaction, internal operation, economic benefit, "study and develop" theory as well as 19 standards in order to give some possible proposals for building up a new performance evaluation system. By using Analytical Hierarchy Process and Fuzzy Comprehensive Evaluation, it is practical to have the integrative evaluation method for a certain enterprise. Then the examples are made in order to approve the effectiveness of the system and the method. The system in a sense can guide the performance evaluation of automobile manufacturing enterprise marketing channel in practice.We hope this paper could contribute lightly to performance evaluation on automobile manufacturing enterprises'marketing channel theory in quantificational and practical fields, and also offer a reference for acquiring competitive predominance of automobile enterprise.