The Research On SANY Excavator Distribution Channel Selection

China is developing with a large scale of economic construction, which requires a large amount of earth and stone construction machinery to serve for. And the hydraulic excavator is the most important kind of earth and stone construction machinery, so an enormous market of hydraulic excavator exists in China. SANY Excavator is seriously produced in 2003 by SANY Excavator Company under this condition. The distribution channel of SANY Excavator is integrity of direct sale by SANY salesmen and indirect sale by SANY Excavator dealers. There are problems such as low market coverage, service shortage for the sales and unfitness to the new customer's purchasing mode for this modeFirstly, this article analyzed the opportunity and threat as well as advantage and inferior of the SANY excavator. And it also indicated that it is very important to redesign the distribution channel of SANY Excavator because of new environment. Secondly, the elements that influence SANY Excavator distribution channel design are analyzed in detail. Thirdly, according to the state and the marketing goal of SANY and distributor available, this article optimized adequate distribution channel by introducing digital mode creatively on the basis of market demand and environment.The suggestion for the SANY Excavator distribution channel is: The direct salesmen from SANY Excavator Division will take an important role in any area with SANY excavator distribution. If there are SANY Group 4S department in the region, The 4S department will be the main distribution channel, and the local subsidiary of SANY Machinery Leasing Corporation will be supplement.. If there is no SANY Group 4S department, the subsidiary of SANY Heavy-duty Machinery will be the main distribution channel, and the local subsidiary of SANY Machinery Leasing Corporation will be supplement.