Application of Fuzzy Comprehensive Evaluation in the Selection of Retailers of Distribution Channel

As one of the members of the distribution channel, retailers play an important role in the channel operation. With the development of trend of channel flatting, more and more enterprises choose to distribute products through retailers directly, and choose the right retailers to become one of the important decision-making problems in enterprise distribution. Based on the manufacturers’ point of view, this paper puts forward the application of the fuzzy comprehensive evaluation method to the retailers, and illustrates the application of this method in practice.