渠道成员选择评价体系及其优化方法研究

Research On Evaluation System and Optimizing Method of Channel Partners Choosing

渠道成员选择是一个多目标决策问题,选择过程中由于评价指标包含了大量的不确定性和模糊性,若仅凭决策者的主观经验对此类问题评价则缺乏科学性。基于此,把层次分析法应用于营销渠道中的渠道成员选择上,从而为决策者正确地选择合适的渠道成员提供定量的技术分析依据,有着较好的科学性和合理性。

Channel partners choosing is a kind of multi - objective decision problem. There lies much uncertainty and fuzziness in the process of choosing partners, the evaluation will be tmseienfific if only taking the experience of decision makers into account. The paper applies AHP to partner choosing of marketing channel. It offers quantitative technology analysis to choose suitable channel partners for decision makers, which proves a scientific and reasonable method.