Research On Performance Evaluation And Selection Of Marketing Channels For Office Stationary Suppliers

The office stationery market has huge potential,and its development will make an important contribution to the development of China's economy and culture.For office stationery suppliers,the control of sales channels is crucial,and channel selection must be based on the performance of marketing channels.The marketing channel performance of office supplies suppliers is an objective reflection of their channel operation status and results.The purpose of this paper is to improve the marketing channel efficiency of office stationery suppliers,so that enterprises can reasonably allocate internal resources and enhance market competitiveness.The research content of this paper is based on the marketing channel related theory and the channel coordination theory,to study the influencing factors of the performance evaluation of office stationery marketing channel,and then to construct the performance evaluation index system of office stationery suppliers' marketing channel through the Delphi method,and to calculate the weight of each index by using the analytic hierarchy process.Then,quantitative and dimensionless methods of performance evaluation indicators are proposed.On this basis,linear weighting method is used to calculate and compare the performance of M company's direct office channel,electronic channel and retail store channel.Marketing channel performance evaluation is to provide support for channel selection of suppliers.In the end,this paper summarizes and puts forward several Suggestions to help office stationery suppliers to select and optimize marketing channels and comprehensively improve channel management ability.The innovation points of this paper are as follows: constructing the performance evaluation index system of the marketing channel of office stationery industry,proposing the quantitative and dimensionless treatment methods of the performance evaluation index,using the linear weighting method to calculate and analyze the performance evaluation index of the marketing channel of office stationery suppliers.The research shows that the main types of marketing channels in office stationery industry include self-owned channels and social channels.In its own channels,it involves electronic channels,direct channels and physical stores.In social channels,it includes distributors,agents and third-party network platforms.The following factors will have an impact on the performance of marketing channels,namely external factors,internal management,economic benefits and channel synergy.Through the analytic hierarchy process and empirical analysis,it is found that the internal management performance of office direct sales channels is higher than that of retail stores and electronic channels due to the more perfect internal management system and implementation.However,physical retail stores and direct office channels have more significant advantages due to external factors,and their performance level is higher than that of electronic channels.Considering the low operating cost and convenience of customers,the collaborative performance of electronic channel is higher than that of office direct channel and physical store channel.In general,the performance of retail entity channel is higher than that of office direct channel,and higher than that of electronic channel.To sum up,in the development process of office stationery industry,only by actively promoting the implementation of the strategy of channel upgrading,product upgrading and brand upgrading,continuously focusing on and deepening the terminal,and constantly optimizing the internal management,can we achieve healthy and stable development and walk out of the road of transformation and upgrading of Stationery enterprises in China.