对营销渠道中间商的绩效评价  

Evaluation of the Performance of the Middleman of Marketing Channel

作　　者：蒋恩尧[1] 谷润池[1] 蒋文扬[1] 

机构地区：[1]沈阳工业大学,辽宁沈阳110023

出　　处：《科技情报开发与经济》2004年第2期84-86,共3页Sci-Tech Information Development & Economy

摘　　要：主要探讨了企业在设计或改造现有的营销渠道时如何对中间商进行绩效评价的问题。由于对中间商的评价指标很多,有些指标很难用准确的数学语言来描述,因此设计了DEA评价模型对模糊指标进行评价,同时运用AFA方法与精确值评价指标结合起来进行综合评价。This paper mainly probes into the problem of how the enterprise to make evaluation of the performance of the middleman in the course of designing and reforming current marketing channel. Because there are many factors for the evaluation of middleman's performance, it is difficult to describe them with mathematical language. Hence, this paper designs DEA model for evaluating the fuzzy targets, and makes comprehensive evaluation by the combination of AFA method with accurate evaluation targets.

关 键 词：绩效评价 中间商 营销渠道 DEA评价模型 

分 类 号：F83[经济管理—金融学]