B Company Construction Crane Distribution Channel Construction And Management Of Research

Distribution channel, which consists of the famous four Ps, namely, product, price, place and promotion, is one of the central issues studied in marketing. Hence, goods distribution is one important component in marketing mix strategy of an enterprise.Although the present situation is favorable to engineering machinery industry, company B, which specializes in construction cranes, is now confronting several difficulties in distribution channel, such as distributors' insufficient capacity in expanding market, the declining faithfulness of distributors, the worsening credit of distributors, market chaotic, imperfect information system of distribution channel, insufficient channel function, unreasonable system in selecting and appraising distributors and so on. Based on analyzing the condition features of distribution channels for construction crane market in our country, in combination with factors influencing company P's distribution channels for construction cranes, this thesis puts forward a new channel pattern-—guarantee center of marketing, and puts it into practice.As a result, the distribution channel of company P will play an important role in marketing system by strengthening the choice of distributors and system management, and by setting up a system with aim to assess distributors.