中间商渠道绩效评价  

An Evaluation on the Performance of Intermediary Trader

作　　者：于建华[1] 

机构地区：[1]河南工业大学管理学院,河南郑州450052

出　　处：《中国流通经济》2005年第6期53-56,共4页China Business and Market

基　　金：国家自然科学基金项目<现代企业绿色营销绩效的综合评价和控制研究>(批准号:70072030)的研究成果之一

摘　　要：本文认为,企业通过对中间商渠道绩效进行评价,可以为企业改进渠道关系,调整渠道成员,提高渠道运行效率提供必要的反馈机制。为对中间商渠道绩效进行合理评价,文章确立了销售额、按时回款率、服务质量、合作程度及信息沟通等五个评价指标,建立了中间商渠道绩效的模糊综合评价模型,从而实现了对中间商渠道绩效的科学评价与判断,为企业进行渠道决策提供了参考。Middleman channel performance evaluation can provide the enterprises with necessary feedback mechanism to improve channel relationship,adjust channel composition and raise the efficiency of channel operation. To rationalize rational evaluation of middleman channel performance,the author puts forward such five evaluation indicators as sales,ratio of on-time debtor collection,quality of service, degree of cooperation and communication. The author also develops an ambiguous and comprehensive model for the evaluation of middleman channel performance to realize scientific evaluation and judgment of the middleman channel performance,and provide the enterprises with references to make channel decisions.

关 键 词：中间商 渠道绩效 评价模型 

分 类 号：F270.7[经济管理—企业管理]