Research On New Building Materials Company's Channel Performance Evaluation Based On Lean Marketing

With the growing environment protection consciousness and the exacerbation of global energy crisis, the conventional building materials industry is facing tremendous energy and environment protection stress for its high energy consumption and severe environment pollution. On the other hand, the new building material is becoming the high lights of building materials market, with its light weight, low energy consumption and low pollution, etc. Currently, the international building materials magnates are coveting the enormous market space, and landing in China in succession. As a result, the role of channel stands out in the fierce market competition. Implementing "intensive cultivation" and lean management is becoming a hot topic for channel.This thesis began with the analysis of the actuality of the new building materials market and its prospect, then it analyzed the actuality and development of the channel, and summarized the actuality of market channel evaluation. It was thought in this thesis that our new building materials company should slam the door to the current extensive marketing mode, and practise the lean marketing, in order to win in the fierce competition in future. Then it combined the lean thinking and the characteristics of new building materials industry, and brought forward five aspects of channel performance, which are: channel economic performance, channel customer value added, channel environmental performance, channel operation status and channel intangible asset value. At last, analytic hierarchy process (AHP) and Fuzzy Comprehensive evaluation were combined to build a comprehensive evaluation model.