摘要
营销渠道的绩效对生产商和经销商都非常重要。它能揭示渠道中的以往管理失误和为资源在渠道体系中的有效配置提供指导。同时,绩效的测量直接影响着渠道成员间的关系,进而影响着渠道整体功能的发挥。
Marketing channel performance is both important for producers and dealers. It can find out the past management mistakes and instruct the collocation of resources in the channel system. Meanwhile, performance measurements have an impact on the relationships among channel members directly, and then influence the function of the whole channel system.
出处
《经济与管理》
2007年第9期74-77,共4页
Economy and Management
关键词
营销渠道
绩效
影响因素
测量
marketing channel
performance
influence factors
measurement
