Factors Influencing Marketing Performance

We can summarize and conclude the research of foreign scholars.

The factors of performance can be divided into the following four aspects: clothing channel operation environment, including technology, law, economy and market competition.

This environmental factor can be categorized by demand and supply environment. The former includes demographic statistics, consumer resources and socio-cultural environment, while the latter includes technology, competition and legal political environment.

Generally speaking, the external environment of clothing channel affects the formation of garment channel structure. To some extent, the structure of garment channel is a reflection of the development of economy and technology.

Clothing channel structure.

Structure is a set of constituent relationships.

The clothing channel structure describes various types of members in clothing channel.

The density and quantity of each group of members coexisting in the market and the number of different garment channels coexisting in the market.

Therefore, the clothing channel structure can be said to be the expression of the membership class, the number and the relationship between rights and obligations of the product or service from the producer to the consumer.

Different arrangement of garment channel structure will affect manufacturers' control over the performance of distribution functions, distribution and communication efficiency, as well as the cost of distributing garment channels.

It can be seen that the choice of garment channel structure is not only related to the cost of garment channel, but also affects the management of product entry and exit. A good clothing channel structure should be combined with cost effective arrangement, and at the same time, the organization can effectively play its functions in the system.

Marketing channel strategy.

Strategy is the choice and application of the method to pfer products or services to distributors or end-users.

The clothing channel strategy is defined as the obvious principle that an individual expects to achieve a marketing goal in the target market. It is a decision choice made by the manufacturer in terms of the four dimensions of the diversity, directness, density and innovation of the clothing channel, including trade-offs between market coverage, sales growth and profitability.

Generally speaking, manufacturers adopt different distribution strategies (intensive distribution, selective distribution and exclusive distribution), which have a great impact on the pricing and promotion of products, thereby affecting the performance of distributors.

The behavior of garment channel members.

Clothing channel behavior research is to discuss how clothing channel members know, establish and deal with the relationship between garment channels. The focus of the research is how to establish and utilize power, how to deal with conflicts and how to acquire competitive advantage through cooperation.

Western scholars are very rich in this field. They generally believe that dependence is the source of power, and it leads to power generation.

The results of most empirical studies show that there is a positive relationship between dependence and power, that is, the more members of a garment channel are dependent on another garment channel member, the more power the garment channel member has for another garment channel member.

Coercive power leads to conflict and reduces the willingness to cooperate, that is, the more frequent and serious conflict between members of garment channels, the weaker their willingness to cooperate; and cooperation will improve the satisfaction of garment channel members, and conflict will reduce the satisfaction degree of garment channel members.

It can be seen that the power, conflict, control, cooperation and other behaviors in clothing channels directly affect the relationship quality of garment channel members and have a significant impact on their performance.

Last but not least, clothing.

It is not a passive static process. It will also react to the structure of clothing channels, the behavior of members and the choice of strategies.

Clothing channel decision-makers often adjust their clothing channel level, membership and distribution strategy according to the performance of garment channel performance, and garment channel members adjust their behavior according to their performance level.

In this way, two levels of dynamic adjustment will eventually achieve a maximum performance level under the current clothing channel operation environment constraints.