The Research On Strategy Of Distribution Channel Of KM Spare Parts Of Injection Moulding Machine In China

KM Plastics Machinery(Shanghai) Co., Limited is a typical injection machine institution in terms of its scale, services and style. By applying the theory of marketing sales to the actual situation in KM company This paper discusses, mainly, the marketing channel design and management of KM Company, analyzes the existing problems of its main marketing channel, reveals the root causes and proposes new model of marketing channel.This paper starts with the description and summary of the current situation of Spare parts marketing channel. Based on the disadvantages of KM Company's marketing channel and the rapid market changes, the author proposes a completely new consumer-oriented marketing channel for KM Company, she analyzes and evaluates this new model. The necessity of establishing new channel is further elaborated, more issues like, how to build and adjust distribution targets, how to specify distribution tasks, how to set up feasible channel structure and analyze factors which may have impact on the structure, how to select the best structure and how to choose channel members, are also discussed. Finally, this paper points out the potential challenges that the new channel may face in real practice.This paper brings forwards the intermediary sales model in injection machinery industry. It demonstrates that, add the 1 level with middle agent based on zero level channel, the combination of mixed marketing channel has been feasible. The enterprises in injection industry should, according to the characteristics of its service areas and its own conditions, devise and implement consumer-centered and market-oriented marketing channels, through which they can gain competitive edge in the market competition.As a member of injection moulding machine, The new model of spare parts marketing channel will have strong reference for other similar company.