Performance Evaluation of Dairy Marketing Channel Based on Fuzzy Comprehensive Evaluation

With increasingly fierce competition in dairy markets, dairy enterprises concern that how to choose an efficient channel type in order to enhance competitiveness. This article considers three types of marketing channels according to the different control capacity of the dairy enterprises: "property integration" channel, "Property + contract" channel," contract of integration "channel. This article establishes the performance evaluation index system of dairy marketing channel from the financial performance, quality of service and channel running; and evaluates the performance of different types of marketing channels by using the fuzzy comprehensive evaluation; it provides valuable reference for marketing channel management.