The Research Of Mode Of Marketing Channel Of Construction Machinery Industry

Channel as a corporate strategic resources is a vital marketing link. Current channel is still in the industrial case studies, lessons learned stage, far from forming a rather complete theoretical system. This is the starting point based on the results of previous studies on the current practice of industrial sources to summarize, I hope the channel construction for industrial products manufacturers to provide some kam place; so that it can manufacture and marketing of industrial products distribution business mode change to be a little help.In this paper, literature research, empirical analysis, comparative analysis, SWOT analysis and key factor analysis and other research methods, combined with the channel for industrial products manufacturers Management of research and analysis on marketing channel architecture, the core competitiveness of enterprises to further enhance the competitive advantage of companies channel ideas and measures.The thesis is divided into five chapters:Chapter Introduction, introduces the background and significance of thesis research, this paper describes the key issues to be solved and research methods, the final structure of the paper and innovation makes the introduction. Chapter II the basic theory of marketing channels were reviewed. Elaborated the concept of sales channels, functions, composition and type of channel strategy and marketing development of the theory. The third chapter of China construction machinery industry, to analyze the status of marketing channels. Chapter Four channels of H Marketing analyzes the current situation. Chapter V mainly analyzes the planning and design of marketing channels. Chapter VI of the construction machinery industry, said the management of marketing channels. Finally, summary and outlook is a summary of the full text.This innovation is twofold:First topic of innovation. The author of "domestic mode of operation of the industrial distribution channels" as the object of study, the choice of the topics discussed in the professional field is not much research has some value, which has some innovative and unique points. Second is to demonstrate innovation. Through the traditional mode of marketing channels comparative analysis of advantages and disadvantages of using the SWOT analysis, case analysis and other more detailed analysis of the industrial manufacturing enterprises in the new market situation, how the choice of marketing channel mode. Course of the study mainly theoretical and a practical combination, focuses on industrial marketing channel selection and management of marketing channels, producers and marketing of industrial enterprises, has a certain operation and reference.