家电生产企业分销渠道绩效评价研究

发布时间：2018-01-02 19:27

  本文关键词：家电生产企业分销渠道绩效评价研究　出处：《中原工学院》2015年硕士论文　论文类型：学位论文

  更多相关文章： 家电生产企业 分销渠道 层次分析法 绩效评价

【摘要】：我国家电行业的快速稳健发展,促使家电行业市场竞争加剧,产品、价格、促销这些战略手段对于提高家电生产企业的经营绩效方面已失去了的一定的优势,分销渠道成为这个时期的“十倍速”变化因素,不仅可以保证家电生产企业的分销渠道保持持续、稳定的发展态势,还可以提升企业核心竞争力,是一个值得研究的课题,但是如今研究企业绩效的文献资料大多集中在企业投资价值、公司治理、资本结构等诸多方面与企业绩效之间的关系,以家电生产企业为研究对象、分销渠道绩效为研究切入点的研究成果非常少见,比较常见的只是对企业营销绩效的研究,对于家电生产企业分销渠道的研究只是集中在渠道效率和渠道发展方向。鉴于此,本文以家电生产企业的分销渠道绩效评价为切入点进行研究,以期有所收获。首先,本文对绩效评价、分销渠道绩效评价及家电生产企业分销渠道绩效评价的相关理论进行综述,然后结合相关理论研究成果和家电行业的特点构建家电生产企业分销渠道绩效评价体系,最后应用层次分析法、德尔菲法和线性加权和法对两家具有代表性的家电生产企业B1和B2的分销渠道绩效进行评价,并进行比较研究和分析,得出结果如下:(1)家电生产企业B1的四项绩效评价结果均低于B2;(2)顾客满意绩效中的维修技术水平和售后服务响应速度、经济效益绩效中的销售增长率、市场占有率和应收账款周转率、内部运作绩效中的信息沟通速度、信息沟通质量和可融资金比率、学习与发展绩效中的五项子指标是造成家电生产企业B1和B2分销渠道绩效差异的主要因素。该结果验证了本文所提出的分销渠道绩效评价体系以及所运用的绩效评价方法是具有可操作性的,期望能够为B1一类的家电生产企业分销渠道的优化管理提供一定的参考价值。
[Abstract]:The rapid and steady development of the household appliances industry in China has led to the intensification of market competition, products, prices, promotion of these strategic means to improve the performance of household appliance manufacturing enterprises have lost certain advantages. Distribution channel has become the factor of "ten times speed" change in this period, which can not only ensure the distribution channel of household appliance manufacturing enterprises to maintain a sustained and stable development trend, but also enhance the core competitiveness of enterprises. It is a worthy topic to study, but nowadays the literature of enterprise performance mostly focuses on the relationship between corporate performance and corporate investment value, corporate governance, capital structure and so on. With the household appliance manufacturing enterprises as the research object and the distribution channel performance as the starting point, the research results are very rare. The more common research is the research of the enterprise marketing performance. The research on distribution channel of household appliance manufacturing enterprises is only focused on the channel efficiency and channel development direction. In view of this, this paper takes the performance evaluation of distribution channel of household appliance manufacturing enterprises as the starting point to study. First of all, this paper summarizes the relevant theories of performance evaluation, distribution channel performance evaluation and distribution channel performance evaluation of household appliance manufacturing enterprises. Then combined with the relevant theoretical research results and the characteristics of the household appliances industry to build the distribution channel performance evaluation system of household appliance manufacturing enterprises, and finally apply the Analytic hierarchy process (AHP). Delphi method and linear weighted sum method are used to evaluate the distribution channel performance of the two representative household appliance manufacturers B1 and B2, and to carry out comparative research and analysis. The results are as follows: (1) the four performance evaluation results of household appliance manufacturing enterprise B1 are all lower than that of B2; 2) maintenance technology level and after-sales service response speed in customer satisfaction performance, sales growth rate in economic performance performance, market share and turnover rate of accounts receivable, and information communication speed in internal operation performance. The quality of information communication and the ratio of available funds. Five sub-indicators of learning and development performance are the main factors that cause the difference between B1 and B2 distribution channel performance of household appliance manufacturers. This result verifies the performance evaluation system of distribution channel proposed in this paper and its application. Performance evaluation method is operable. It is expected to provide some reference value for the optimization management of distribution channel of household appliance manufacturing enterprises such as B1.
【学位授予单位】：中原工学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.6
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本文编号：1370627