Measurement Of Marketing Channel Performance Of Garment Enterprises

Clothing enterprise Marketing channel performance The indicators of measurement are constantly evolving along with the evolution of the focus of channel research. Western Research on channel theory focuses on three major areas, namely, channel structure, channel behavior and channel relationship. The study of early channel structure takes the efficiency and efficiency of the channel as the key point. At the same time, the measurement index of channel performance also focuses on this aspect. It is found that most of the measurement standards used by manufacturers include: sales performance, inventory maintenance, sales ability, channel members' attitude, competition status of channel members and growth of channel members and so on six items. Sales volume, inventory level, sales ability, channel members' attitude towards suppliers and products can be used as a yardstick for channel members' performance.

Sales volume is an important and frequently used indicator to measure the performance of channel members; maintaining appropriate inventory level is another indicator of channel performance, so we need to have a good grasp of the inventory status of channel members. The measurement of sales ability includes measuring the number of channel members, professional knowledge and capabilities. For attitude, if channel members have a good sales attitude towards the manufacturer's products, this will help to improve channel performance. Because the research on channel structure ignores the mutual action among members in the channel, then the channel behavior is the focus of the study. In the channel performance measurement, the channel members' behavior results, such as satisfaction and commitment, are included in the index system. Channel performance can be regarded as Channel members The results of interaction can be explored from the dimensions of coordination, satisfaction, commitment and performance.

From a macro point of view, channel performance includes distribution efficiency and efficiency in accordance with social needs. Efficiency is based on the least resources to complete distribution work, and efficiency is the effective goal of distribution target. At the same time, from the perspective of strategic management, performance measurement should include financial performance and customer satisfaction. The former includes indicators such as cost, profitability and return on investment; the latter is used to measure the service output and customer satisfaction provided by channel members. With the change of market competition concept and the rise of relationship marketing, the research on channel relationship takes the relationship quality and strategic alliance of channel members as the focus of performance appraisal, and then expands the index system of channel performance measurement.

It can be seen that the measurement index of marketing channel performance is constantly adjusted along with the development of channel research. The indicators of different periods are not substitute relationships, but are complementary indicators to improve performance measurement. Integrate the views of scholars from the perspective of manufacturers. Marketing channel The rational goal model, interpersonal relationship model, internal procedure model and open system model are proposed as four yardsticks for measuring dealer performance. Effectiveness model, functional task, supplier target distributor contribution, rational goal model, target achievement efficiency, financial performance, interpersonal relationship model behavior mode maintenance, productivity sales performance, internal process model, internal integration capability, control salesperson's adaptability, open system model external environment adaptability, growth adaptability, external legitimacy salesperson's growth adaptability to environment.