Research on Mode Selection and Efficiency Evaluation of Marketing Channel in Enterprises

摘要：

This paper discusses the factors that influence the selection of marketing channel mode in enterprises and constructs the analytical model of factors influencing the selection of marketing channel mode in enterprises on the basis of a brief introduction of the current situations about the selection and evaluation of marketing channel in enterprises.It also proposes the comparative method of the efficiency of different marketing channel modes,constructs the efficiency evaluation model of marketing channel mode,and makes the assumption of building the efficiency evaluation system of enterprises marketing channel mode.Therefore,it will provide theoretical evidence for conducting model selection and efficiency evaluation of enterprises marketing channel modes effectively.

关键词： marketing channel mode selection efficiency evaluation

作者: DAI Sheng Li HUANG Qing

作者单位: School of Management,Wuhan University of Technology,China,430070

会议类型: 国际会议

会议名称: 2007 International Conference on Management Science and Engineering(2007管理科学与工程国际学术会议)

会议地点: 河南焦作

会议语种:英文

页码: 1076-1081

在线出版日期: 2007-08-20（万方平台首次上网日期，不代表论文的发表时间）