Scmc Company Marketing Channel Strategy Research

Accompanying with the rapid change from seller's market to the buyer's market, the marketing environment of a road machinery manufacture industry has changed fundamentally. Under such a circumstance, SCMC company has to adjust its marketing channel strategy to adapt it.This paper starts from the internal environment analysis by utilizing SWOT Analysis to investigate the strength, weakness, opportunity and threat of the enterprise.。 Based on the analysis of a current situation of the SCMC Company, it found that the main difficulty of selling products is due to the inability to adapt its marketing strategy to its changed market environment This dissertation provides a series designed strageties with respect to organization structure, customer management, credit transaction and management and service system etc. with the help of the theory of marketing channel, relationship marketing and competition advantage in order to providing the solution for the new characteristics of the market and resource advantage of SCMC Company. The action plan of the marketing channel is concluded in the end of the dissertation which emphasizes the importance...