黑龙江垦区乳制品龙头企业营销渠道成员评价研究——基于完达山乳业的实证分析

Research on Evaluation of Marketing Channel Members of Leading Manufacture of Dairy Products in Heilongjiang Reclamation Area: Manufacture of Dairy Products in Heilongjiang Reclamation Area

文章在对垦区乳制品龙头企业营销渠道结构现状进行研究基础上,探讨了影响黑龙江垦区乳制品龙头企业营销渠道成员综合能力的相关影响因素。在黑龙江省以及吉林省共选取了十四个城市一级渠道成员作为评价对象,运用基于遗传算法的投影寻踪模型进行综合评价,得出各渠道成员综合能力的排名。通过各项指标的贡献率分析,找出影响渠道成员之间综合能力差异的主要原因,并逐一进行阐述,最后对垦区乳制品龙头企业在营销渠道成员的建设与优化提出了相应对策与建议。

Based on the study status of dairy product manufacture in Heilongjiang reclamation area,the paper discussed the relative influence factors of marketing channel members about leading manufacture of dairy products in Heilongjiang reclamation area.14 primary marketing channel members were selected in Heilongjiang Province and Jilin Province.PPE model based on GA was used for comprehensive assessment of marketing channel,and comprehensive sequence could be got.Through analyzing various contributions of primary index and secondary index,the main reason that the influence comprehensive ability in all marketing channel members were found,then suggestion and strategy to improve the marketing channel construction and optimization of leading manufacture of dairy products in Heilongjiang reclamation area were got.