The Study On Performance Evaluation System Of Machine Tool Enterprise Marketing Channel

In 2005, machine tool consumption of our country occupied the nearly 1/3 of the world. China has become the most big machine tool market in the world, simultaneously , become the world the third big machine tool production country, and the scale is more and more bigger. However, the phenomenon that we have to worry about in channel management of our country's machine tool enterprises is performance evaluation of market channel at present: lacks the system evaluation theory, the science evaluation thought as well as accurate and quick evaluation method. So, as a method of feedback, the performance evaluation of Chinese machine tool marketing channel is deemed to be the focus of machine tool enterprises.Base on the former research, the paper summarised the performance and performance evaluation defined by the different discipline as well as the different connotation understanding. The paper has been cleared that the reseach of performance evaluation is from the economic angle and introduces the performance evaluation to the scientific category;The paper mainly stresses to the static performance evaluation under the existing market background of machine tool enterprises ,the paper preliminarily reseach the dynamic performance evaluation system's adjustment which caused by the market environmental variation or the strategic target change.The paper makes a retrospect and analysis about the current marketing channel of machine tool, discusses the key points of Chinese machine tool industry and its impact and internal requests on performance evaluation of marketing channel. After referring to the advanced theories such as performance evaluation, customer satisfaction and supply chain management, the paper builds up a scientific performance evaluation system and develops the method of performance evaluation of machine tool marketing channel. The paper goes deep into five parts- economic benefit, marketing channel safe, customer satisfaction, competitive ability, developing capacity, study and develop-to build up a performance evaluation system. The paper gives reference views to machine tool enterprises to build a comprehensive marketing channel performance evaluation system. In addition, the paper build up a performance evaluation of marketing channel system, at the same time paid great attention to analysis and research the evaluation method. Analytical Hierarchy Process, Delphi, and linear authority splice are used to the performance evaluation system and they make the performance evaluation more comprehensively, scientifically, objectively and also make the research more feasibly and executably.