【作者】 刘爱花；

【导师】 孙先锦；

【作者基本信息】 暨南大学 ， 企业管理， 2006， 硕士

【摘要】 随着人们环保意识的增强，以及全球能源危机的加剧，传统建材行业由于其高能耗、高污染特点，目前正面临着巨大的能源、环保压力，具有轻质、高强、多功能、低耗能、低污染等特点的新型建材成为建材市场的最大增长亮点。目前，国际建材巨头们垂涎于中国庞大的市场空间，纷纷登陆。渠道的作用随着市场竞争日益激烈凸现出来，对渠道进行精耕细作，实施精益化管理正在成为一个热点问题。 本文首先介绍了新型建材市场的特点，对其现状及发展前景做了分析；然后对新型建材市场的营销渠道的现状及发展进行了分析，并总结了营销渠道评估现状；本文认为我国新型建材企业要在未来激烈的市场竞争中取胜，必须摒弃传统的粗放型营销模式，实行精益营销；接着，本文结合精益思想和新型建材行业特点，提出了渠道绩效应该包含五个方面的内容：渠道经济绩效、渠道顾客附加价值、渠道环境绩效、渠道运行状况和渠道无形资产价值，围绕着五个方面建立了新型建材营销渠道的绩效评估指标体系；最后，结合层次分析法和模糊综合评判法，建立了新型建材渠道绩效综合评价模型。更多还原

【Abstract】 With the growing environment protection consciousness and the exacerbation of global energy crisis, the conventional building materials industry is facing tremendous energy and environment protection stress for its high energy consumption and severe environment pollution. On the other hand, the new building material is becoming the high lights of building materials market, with its light weight, low energy consumption and low pollution, etc. Currently, the international building materials magnates are coveting the enormous market space, and landing in China in succession. As a result, the role of channel stands out in the fierce market competition. Implementing "intensive cultivation" and lean management is becoming a hot topic for channel.This thesis began with the analysis of the actuality of the new building materials market and its prospect, then it analyzed the actuality and development of the channel, and summarized the actuality of market channel evaluation. It was thought in this thesis that our new building materials company should slam the door to the current extensive marketing mode, and practise the lean marketing, in order to win in the fierce competition in future. Then it combined the lean thinking and the characteristics of new building materials industry, and brought forward five aspects of channel performance, which are: channel economic performance, channel customer value added, channel environmental performance, channel operation status and channel intangible asset value. At last, analytic hierarchy process (AHP) and Fuzzy Comprehensive evaluation were combined to build a comprehensive evaluation model.更多还原