The Study On Performance Evaluation System Of Bee Products Enterprise Marketing Channel

In 2008,the output value of China's bee products industry is about 8 billion yuan and has become the largest producer and exporter of bee products in world. However,the situation that we worry about in channel management of our country's bee products enterprise is performance evaluation of market channel at present:lacks system evaluation theory,and need to select evaluation method. Performance evaluation of market channel of bee products enterprise can be well reflected the situation of the marketing channels and channel optimization.Therefore through performance evaluation bee products enterprise can enhance the management of marketing channels.Base on the domestic and foreign experts research, the paper that combined with the present situation of bee products industry, introduces the performance evaluation to the scientific category. The paper mainly stresses to the static performance evaluation under the existing market background of bee products enterprise.The paper analyzes about the current marketing channel of bee products and discusses the key points of China's bee products industry and its impact and internal requests on performance evaluation of marketing channel:the situation of marketing channel, the strategy of marketing channels,the structure of marketing channels,the behavior of channel members. After referring to the advanced theories such as performance evaluation , customer satisfaction and supply chain management theory , the paper builds up a scientific performance evaluation system and develops the method of performance evaluation of bee products marketing channel. The paper goes deep into four parts-financial performance, customer satisfaction, channels running status and channels competitive ability-to build up a performance evaluation system. The paper gives reference view to bee products enterprises to build a comprehensive marketing channel performance evaluation system. In addition , the paper builds up performance evaluation of marketing channel system, at the same time paid great attention to analysis and research the evaluation method. Analytical Hierarchy , Delphi Method,linear interpolation method for scoring, Scattered hierarchic marking,linear weighting method are used to performance evaluation system and they make performance evaluation more make the research more feasibly.The example is made in order to certify the effectiveness of the system.In the end,the paper makes a conclusion about the prospect of the latter study.