C Corporate Marketing Channel Performance Evaluation System

Being the specialized manufacture company that integrated the scientific development,production & manufacture, and the management & sales of large-scale civil engineeringmachinery and the special vehicle products, C enterprise was among the China top 500biggest machinery industry enterprises and held the independent "Import & ExportOperation Certificate". Whether the firm value judgment, or the operator achievementsevaluation, all can help the firm to achieve the goal, create the high achievements, becomethe firm's power headstream of growth and development, and enable the firm to adapt theglobalization competition environment, meet the challenge. Hence, what is of realisticimportance to the development of C enterprise is the foundation of an index system onevaluating the achievements of its marketing approaches.This article elaborated development process of marketing channel and marketingchannel's performance measurement, has systematically studied marketing channel'sperformance measurement concept, the characteristic, the principle and basic content. Inaddition this article introduces the common performance measurement system (The BSCModel). In the foundation, this article establishes the C enterprise's performancemeasurement system using the multi-objective analytic hierarchy theory, gives inspectionand the definite improvement method of performance measurement system, andimplements data's analysis. So it has well satisfied the performance measurement system'sdesign request and it is more practicable. Finally, it carries out the summary on researchwork, and proposed the further study's question.