各位渠道经理，你们好。考考你们的判断力
各位朋友，请教一个问题。对于一个家电生产企业来说，营销渠道各个方面的重要性如何？我将营销渠道的评价分为五个方面的指标，分别为U1，U1，…U5，而这几个指标的下面有更加具体的指标，分别为X11等。现在就是想请大家讨论一下各个方面的权重问题。其中U1+U2+…U5=1，每个指标下面的小指标相加等于1，如x11+x12=1,x21+x22+x23=1。希望大家能够讨论一下。也算帮我个忙。 <p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 22pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体;"><p> 在确定好权重后，请您回复一下。谢谢！</p><span lang="EN-US"><p>营销渠道评价的五个指标：</p><p>营销渠道的盈利性U1,包括{市场占有率<span lang="EN-US"><font face="">x<sub>11</sub></font></span>，销售利润率<span lang="EN-US"><font face="">x<sub>12</sub></font></span>}</p><p>营销渠道的效率性U2,包括{<span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'mso-hansi-font-family:';">消费者满意度</span><span lang="EN-US"><font face="">x<sub>21，</sub><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'mso-hansi-font-family:';">商品周转速度</span><span lang="EN-US">x<sub>22，</sub><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'mso-hansi-font-family:';">货款回收率</span><span lang="EN-US">x<sub>23</sub></span></span>}</font></span></p><p>营销渠道的经济性U3,包括{<span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'mso-hansi-font-family:'mso-bidi-font-size:12.0pt; mso-font-kerning: 1.0pt; mso-bidi-font-family: 'mso-ansi-language:en-us;mso-fareast-language:zh-cn;mso-bidi-language:ar-sa;;">费用利润率</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; FONT-FAMILY: 'mso-bidi-font-size:12.0pt;mso-fareast-font-family:宋体;mso-font-kerning:1.0pt;mso-ansi-language:en-us;mso-fareast-language:zh-cn;mso-bidi-language:ar-sa;;">x<sub>31，</sub><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'mso-hansi-font-family:';">渠道利用率</span><span lang="EN-US">x<sub>32</sub></span></span>}</p><p>营销渠道的控制性U4，包括{<span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'mso-hansi-font-family:';">成员目标一致性</span><span lang="EN-US"><font face="">x<sub>41，</sub><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'mso-hansi-font-family:';">沟通有效性</span><span lang="EN-US">x<sub>42，</sub><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'mso-hansi-font-family:';">渠道资源分配合理性</span><span lang="EN-US">x<sub>43</sub></span></span></font></span> }</p><p>营销渠道的品牌性U5，包括{<span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'mso-hansi-font-family:';">渠道知晓度</span><span lang="EN-US"><font face="">x<sub>51，</sub><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'mso-hansi-font-family:';">渠道知名度</span><span lang="EN-US">x<sub>52，</sub><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'mso-hansi-font-family:';">消费者渠道忠诚度</span><span lang="EN-US">x<sub>53</sub></span></span></font></span>}</p></span></span></p><p> 在确定好权重后，请您回复一下。谢谢！</p><span lang="EN-US"><p>营销渠道评价的五个指标：</p><p>营销渠道的盈利性U1,包括{市场占有率<span lang="EN-US"><font face="">x<sub>11</sub></font></span>，销售利润率<span lang="EN-US"><font face="">x<sub>12</sub></font></span>}</p><p>营销渠道的效率性U2,包括{<span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'mso-hansi-font-family:';">消费者满意度</span><span lang="EN-US"><font face="">x<sub>21，</sub><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'mso-hansi-font-family:';">商品周转速度</span><span lang="EN-US">x<sub>22，</sub><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'mso-hansi-font-family:';">货款回收率</span><span lang="EN-US">x<sub>23</sub></span></span>}</font></span></p><p>营销渠道的经济性U3,包括{<span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'mso-hansi-font-family:'mso-bidi-font-size:12.0pt; mso-font-kerning: 1.0pt; mso-bidi-font-family: 'mso-ansi-language:en-us;mso-fareast-language:zh-cn;mso-bidi-language:ar-sa;;">费用利润率</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; FONT-FAMILY: 'mso-bidi-font-size:12.0pt;mso-fareast-font-family:宋体;mso-font-kerning:1.0pt;mso-ansi-language:en-us;mso-fareast-language:zh-cn;mso-bidi-language:ar-sa;;">x<sub>31，</sub><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'mso-hansi-font-family:';">渠道利用率</span><span lang="EN-US">x<sub>32</sub></span></span>}</p><p>营销渠道的控制性U4，包括{<span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'mso-hansi-font-family:';">成员目标一致性</span><span lang="EN-US"><font face="">x<sub>41，</sub><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'mso-hansi-font-family:';">沟通有效性</span><span lang="EN-US">x<sub>42，</sub><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'mso-hansi-font-family:';">渠道资源分配合理性</span><span lang="EN-US">x<sub>43</sub></span></span></font></span> }</p><p>营销渠道的品牌性U5，包括{<span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'mso-hansi-font-family:';">渠道知晓度</span><span lang="EN-US"><font face="">x<sub>51，</sub><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'mso-hansi-font-family:';">渠道知名度</span><span lang="EN-US">x<sub>52，</sub><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'mso-hansi-font-family:';">消费者渠道忠诚度</span><span lang="EN-US">x<sub>53</sub></span></span></font></span>}</p></span> U <span lang="EN-US"><font face="">x<sub>1 </sub><span lang="EN-US"><font face="">x<sub>2 </sub><span lang="EN-US"><font face=""> <span lang="EN-US"><font face=""><sub> </sub><span lang="EN-US"><font face="">x<sub>3</sub></font></span></font></span></font></span></font></span><sub>2</sub></font></span> <p>U1=25% <span lang="EN-US"><font face="">x<sub>11=60% </sub><span lang="EN-US"><font face="">x<sub>12=40%</sub></font></span></font></span></p><p>U2=25% <span lang="EN-US"><font face="">x<sub>21=40% </sub><span lang="EN-US"><font face="">x<sub>22=30% </sub><span lang="EN-US"><font face="">x<sub>23=30% </sub></font></span></font></span></font></span></p><p>U3=20% <span lang="EN-US"><font face="">x<sub>31=45% </sub><span lang="EN-US"><font face="">x<sub>32=55% </sub><span lang="EN-US"><font face=""><sub> </sub></font></span></font></span></font></span></p><p>U4=15% <span lang="EN-US"><font face="">x<sub>41=40% </sub><span lang="EN-US"><font face="">x<sub>42=30% </sub><span lang="EN-US"><font face="">x<sub>43=30%</sub></font></span></font></span></font></span></p><p>U5=15% <span lang="EN-US"><font face="">x<sub>51=30% </sub><span lang="EN-US"><font face="">x<sub>52=30% </sub><span lang="EN-US"><font face="">x<sub>53 =40%</sub></font></span></font></span></font></span></p><p><span lang="EN-US"><font face=""><span lang="EN-US"><font face=""><span lang="EN-US"><sub>应该不是固定不变的.</sub></span></font></span></font></span><span lang="EN-US"><font face=""><span lang="EN-US"><font face=""><span lang="EN-US"><sub>如属于新产品推广期,市场占有率要大于赢利目标.与企业阶段性目标相结合来考核.不断调整.</sub></span></font></span></font></span></p>[此贴子已经被作者于2006-6-20 14:13:04编辑过] <p>谢谢你的回复。希望更多的朋友讨论一下。到底此时指标值如何定，将来哪些指标权重会发生重大变化。谢谢你们的参与</p> <p>营销渠道的盈利性U1,包括{市场占有率<span lang="EN-US"><font face="">x<sub>11</sub></font></span>，销售利润率<span lang="EN-US"><font face="">x<sub>12</sub></font></span>}:这二天指标看你是什么产品和产品处于什么市场环境中,用的是什么定价策略吧.</p><p>营销渠道的效率性U2,包括{<span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'mso-hansi-font-family:';">消费者满意度</span><span lang="EN-US"><font face="">x<sub>21，</sub><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'mso-hansi-font-family:';">商品周转速度</span><span lang="EN-US">x<sub>22，</sub><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'mso-hansi-font-family:';">货款回收率</span><span lang="EN-US">x<sub>23</sub></span></span>}这个我同上面那位老兄持同样看法.</font></span></p><p>营销渠道的经济性U3,包括{<span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'mso-hansi-font-family:'mso-bidi-font-size:12.0pt; mso-font-kerning: 1.0pt; mso-bidi-font-family: 'mso-ansi-language:en-us;mso-fareast-language:zh-cn;mso-bidi-language:ar-sa;;">费用利润率</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; FONT-FAMILY: 'mso-bidi-font-size:12.0pt;mso-fareast-font-family:宋体;mso-font-kerning:1.0pt;mso-ansi-language:en-us;mso-fareast-language:zh-cn;mso-bidi-language:ar-sa;;">x<sub>31，</sub><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'mso-hansi-font-family:';">渠道利用率</span><span lang="EN-US">x<sub>32</sub></span></span>}</p><p>营销渠道的控制性U4，包括{<span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'mso-hansi-font-family:';">成员目标一致性</span><span lang="EN-US"><font face="">x<sub>41，</sub><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'mso-hansi-font-family:';">沟通有效性</span><span lang="EN-US">x<sub>42，</sub><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'mso-hansi-font-family:';">渠道资源分配合理性</span><span lang="EN-US">x<sub>43</sub></span></span></font></span> }</p><p>营销渠道的品牌性U5，包括{<span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'mso-hansi-font-family:';">渠道知晓度</span><span lang="EN-US"><font face="">x<sub>51，</sub><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'mso-hansi-font-family:';">渠道知名度</span><span lang="EN-US">x<sub>52，</sub><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'mso-hansi-font-family:';">消费者渠道忠诚度</span><span lang="EN-US">x<sub>53</sub></span></span></font></span>}</p><p></p><p> </p> 没看明白 明白了
页:
[1]