| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 99 === The major purpose of the study is focus on how suppliers of Fast Moving Consumer Goods (FMCG) allocate limited marketing resources in various effective channels via evaluating each channel performance, then to increase marketing share, profitability and influence on consumer.
This research has been prepared through literature review and in-depth interview. Four major evaluation dimensions were identified along with sixteen subordinate evaluation dimensions to construct the hierarchy of “Key Factors of Channel Performance Evaluation in FMCG industry”. Questionnaires designed around the Analytic Hierarchy Process (AHP) were distributed to management level of FMCG industry as research subjects. 26 questionnaires were distributed to sales department, marketing department and administration department, 22 valid questionnaires were returned (response rate 85%).
The findings discovered that major evaluation dimensions in descending order of importance are: “Efficiency” and “Effectiveness” are equally important, followed by “Adaptability” and “Degree of Relationship”. The top 8 important criteria of the 16 subordinate evaluation dimensions by weighted importance are: “Channel Market Share”, “Return on Investment”, “Execution on activity”, “Sales Revenue”, “Store Number/Distribution Status”, “Ability of Inventory Management”, “Consumer Satisfaction with Distributors” and “Financial Soundness”.
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