基于Fuzzy-AHP模型的营销渠道绩效评价

Marketing Channel Performance Evaluation Based on Fuzzy-AHP Model

营销渠道竞争力的强弱已经成为现代企业间竞争成败的重要因素,但营销渠道绩效的评定仍是一个难点。通过应用模糊数学的分析方法,从财务绩效、渠道安全、顾客满意、竞争效果和创新发展等五大类绩效指标,对营销渠道进行多层次、多因素、多目标的综合系统设计和评价,使之定量化,为营销渠道的改进和管理决策提供有针对性的参考依据。

The strong marketing channel competitive power has already become the important successful attribute in modern enterprise competition. But the marketing channel achievements＇ evaluation was really difficult. This article applying the analysis method of fuzzy mathematics, from five aspects such as the financial achievements, channel security, customer satisfaction, competitive effects and innovative development, carried out multi - level, multi - factors and multi - objective design and appraisal to the marketing channel＇s achievements indicator system to quantify it, in order to provide target -oriented reference for marketing channel＇s improvement and management decision.