A Study On Appraisal Of Marketing Channel Efficiency

With the continuous development of market, after Price War, Public Relation Blitz, and massive Advertising Campaign, China's companies are facing an increasingly homogeneous product's competitive landscape. Because of its entry barriers and inimitableness, Marketing Channel became new competitive advantages valued by various companies. As an effective tool for measuring the effectiveness of channel management,the performance evaluation of marketing channel is gradually valued by relevant enterprise. However, because the companies did not integrate Marketing Channel Appraisal with its strategic business objectives, the Marketing Channel Appraisal could not improve sustainable development of the company. Facing more and more complicated marketing channels, in order to improve the company's competitive advantages and Marketing Channel Management, the dissertation focused on providing a more purposeful and effective solution for implementing Marketing Channel Appraisal.Basing on summarizing the Strategic Management Theory, Financial Management Theory and Self-organization of Channel Management Theory, following the procedures and criteria of channel performance evaluation, fully considering the relevant factors which affect channel assessment and combining with business objectives and actual conditions of Marketing Channels in China, this paper designed the general Performance Evaluation System of Marketing Channel, including 16 evaluation indicators, three secondary evaluation systems as economical efficiency, control, adaptability, etc. Then, in order to make an effective performance evaluation of marketing channel, it comprehensively utilized AHP, Delphi Method and Liner Weighted Method. Lastly, basing on aforementioned evaluation system, taking marketing channel of the LITTLESWAN Company as an example, it analyzed its competitiveness and weakness through comparing with Haier which was the benchmarking enterprise of the industry, and tested the effectiveness and maneuverability of the evaluation system.