Author(s)

Zhao Li

Corresponding Author

Zhao Li

Abstract

The marketing channel performance of agricultural products is the ultimate measure of whether the product value can be maximized, as well as an important indicator to measure the marketing level of agricultural products enterprises. This paper takes Beidahuang Group's green food marketing channel as the research object, and combined with its green food marketing status quo, builds a green food marketing channel performance evaluation system from the aspects of channel environment, channel management, channel members, etc. and uses the AHP and fuzzy comprehensive evaluation to analysis the marketing channel performance of Beidahuang Group green food empirically. Finally, this paper puts forward some suggestions on improving the performance of Beidahuang Group's green food marketing channels based on the results of empirical analysis, and provides reference for the decision-making of green food enterprises.

Keywords

Green food;marketing Channel performance;Fuzzy-AHP model; countermeasures