Researching The Method Of Measuring Satisfaction Degree In Distribution Channel

For earning profit and being developed in the highly competitive market environment, a concrete and fundamental decision-making been confronted with Marketing trader is to work out effective distribution channel tactics, to choose and manage distribution channel. Since distribution channel is opening to the outside world that is affected by outside environment. After choose the distribution channel, managing and developing the distribution channel become a very important things for a enterprise, the purpose that the channel manages has been to make the operation state distributing a channel be in satisfied state all the time, to avoided channel conflict, and then to guarantee channel business efficiency. Strengthening the management of channel satisfaction under the environment of competition has important realistic meanings.This text is on the basis of it is domestic and international about channel management, channel conflict and research document of satisfaction theory of channel to be consulted and put in ordering, and through after the categorized analysis of the satisfaction to channel, construct a brand-new system of channel satisfaction test and assessment, finally, use and appraise the method and confirm the operation state of the channel, while providing the channel under different operation states, prevention that should be taken and improving the management measure of satisfaction of the channel.This thesis mainly includes contents of chapter six, at first, measuring by thread and begin, pass summary and analysis of managing current situation of the satisfaction to channel at present, set up the question after putting forward the system of channel satisfaction test and assessment, therefore has expounded research purpose, meaning and method herein; Because channel satisfaction is the theoretical question of associating with channel management, channel conflict and channel satisfaction, three respect theories, therefore in the literature survey part of chapter two, this text has explained these three kinds of theory methods and research current situations by summing up the method to analyze; In chapter three, according to the foundation that classifies according to economic satisfaction and social satisfaction of the satisfaction to products, having supplemented other factor satisfaction, the satisfaction to channel has been subdivided, divided into products satisfaction, financial satisfaction, marketing and supported satisfaction, social satisfaction, satisfaction of market and other factor satisfaction; Chapter four mainly constructs the index system of test and assessment of satisfaction of the channel, put forward the basic structure of testing and assessing the system and form the definition of the index and course of test and assessment utilizing the multistage fuzzy appraisal method to carry on through calculating the example and providing. Chapter five is the prevention and improving the management measure of satisfaction of the channel of the channel satisfaction. This is completion and supplement to the result of study of before; finally, passed the summary of the full text in chapter six, proposed the limitation clicked and studied in innovation mainly herein.