Research On The Effect Evaluation Criteria Of Marketing Channel Policy

By the international market economy, nowadays, the competition betweenenterprises intensified. More and more enterprises realize the important role ofmarketing channels. Marketing channel is the breakthrough point in the era oflow-profit. In order to optimize marketing channels, Managers formulate all kinds ofchannel polices to establish a core competence, however, how to assess the effect ofpolicy has not been effectively resolved. This study in summary about the marketingchannel evaluation based on literature, and combined with the enterprise actualdevelopment, to discuss how to establish an effective channel policy effect evaluationstandard.Through reading related literature at home and abroad, and combined with theactual situation of enterprise channel management, this study summarized the policyeffect evaluation main index, then using Delphi method for selecting and classifyingindex, and strive to build higher credibility channel policy effect evaluation standardmodel.In theory, these studies combining the current research situation of marketingchannel theory, further discussed the influence of marketing channel characteristic onthe policy effect evaluation, and applied customer satisfaction theory and maximizereturns theory to the selection process of channel policy evaluation index, to establisha solid theory of evaluation system. In addition, the paper used the Delphi method,analytic hierarchy process and fuzzy comprehensive evaluation method to constructindex system, and with some statistical software such as SPSS and Mat lab asauxiliary research tools, comprehensively, scientifically and objectively evaluatechannel policy effect, make this study more scientific and feasible.On practice, this paper establishes a scientific channel policy effect evaluationstandard, providing a new train of thought for managers to managing channel with asystematic way of thinking. Through the empirical research, this study finds theexisting problems of the policy, and gives some reforming opinions, what reflect the value of application.In short, through the study of this topic, it explored how to quantify the effect ofchannel policy evaluation. The conclusion and the entire evaluation process havesome reference value for the practical application and theory of wealth.