ABSTRACT By briefly reviewing relevant theories and studies about marketing channel evaluation and directing at the channel characteristics of painting material industry, this paper discusses how enterprises choose competitive marketing channels from the angle of brand building. Studies are carried out from three aspects which are economic efficiency, stability and expansibility of channels, and an evaluation index system of selecting channel members in painting material industry is established. Besides, comprehensive evaluation is conducted for distribution efficiency, transaction cost, cooperative intention, operation capacity, competitive capacity and sustainable development capacity of channels through 18 indexes. Moreover, evaluation model of channel selection in painting material industry is constructed via analytic hierarchy process.
Cite this paper
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