| 对营销渠道中间商的绩效评价 |
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| 引用本文： | 蒋恩尧,谷润池,蒋文扬.对营销渠道中间商的绩效评价[J].科技情报开发与经济,2004,14(2):84-86. |
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| 作者姓名： | 蒋恩尧 谷润池 蒋文扬 |
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| 作者单位： | 沈阳工业大学,辽宁沈阳,110023 |
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| 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问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。
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| 关 键 词： | 绩效评价 中间商 营销渠道 DEA评价模型 |
| 文章编号： | 1005-6033(2004)02-0084-03 |
| 修稿时间： | 2003年11月4日 |
Evaluation of the Performance of the Middleman of Marketing Channel |
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| JIANG En yao,GU Run chi,JIANG Wen yang.Evaluation of the Performance of the Middleman of Marketing Channel[J].Sci-Tech Information Development & Economy,2004,14(2):84-86. |
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| Authors: | JIANG En yao GU Run chi JIANG Wen yang |
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| Abstract: | 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. |
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| Keywords: | performance evaluation middleman marketing channel DEA evaluation model |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
