Research On Performance Evaluation And Improvement Of SZ Company’s Marketing Channel

With the increasing speed of my country’s urbanization process,the competition in the machinery industry has become increasingly fierce.The competition among machinery companies has gradually developed from the past product development and product quality to channel competition.Therefore,if machinery companies want to enhance their market competitiveness in a fierce market environment,they must be aware of the establishment of efficient,high-quality,and rapid-response marketing channels,and accurately grasp the market development direction,in order to better provide customers with accurate products and services to achieve marketing goals.SZ Company is a construction machinery and equipment manufacturing enterprise in my country.It mainly designs,develops and manufactures crawler bulldozer products.Currently,there are problems such as poor channels,insufficient marketing capabilities,serious product slow-moving,and asymmetry in market information.Based on this,this article uses the four dimensions of the balanced scorecard as the starting point to determine financial performance,customer satisfaction performance～channel operation performance,and channel growth by collating domestic and foreign data related to performance evaluation methods and marketing channel influencing factors.SZ company’s marketing channel performance evaluation index system with performance as a first-level indicator.Based on this,design the questionnaire,use the analytic hierarchy process to assign the weights of the evaluation indicators,and then use the fuzzy comprehensive analysis method to analyze the questionnaire data in all aspects,and obtain the performance evaluation scores of all dimensions of the SZ company’s marketing channels.The calculation results show th at the channel growth performance is 60.652 points,the channel operation performance is 65.634 points,the financial performance is 70.612 points,and the customer satisfaction performance is 81.575 points.Then analyze the problems’and causes of the performance of SZ company’s marketing channels,and clarify the direction of optimization and improvement of marketing channels.Finally,four aspects are proposed to improve channel financial performance from the multi-channel management system,optimize channel management to improve customer satisfaction performance,diversify incentives to improve the channel operation system,and build an O2O integrated channel system to promote channel growth.Countermeasures and suggestions.Through the discussion of this article,it is hoped that SZ Company will have certain theoretical and practical guiding significance in improving the management of marketing channel performance evaluation,and at the same time,it will have certain reference and reference for other machinery companies in improving the management of marketing channels.