ZLZ Company Marketing Channel Optimization Study

So far, great change of China's economy has happened due to over thirty years' rening-up in1970s. Particularly, after more than half a century of development, Chinese mechanical industry has gradually developed into the manufacturing with comprehensive strength, and it has been preliminarily regarded as the most significant industry to the national economy.Lorry-mounted crane, also known as truck mounted crane, is a multi-action material handling machinery. It is installed on the chassis, within a certain range,it can carry objects horizontally and vertically.These products are going to develop rapidly in the future with the strong logistics industry because of Chinese urbanization.The ZLZ corporation only to use modern means of marketing reasonably can keep up with the demands of the new situation such as the continuous expansion of the company, the increase in complexity of the customers and the more and more intense competition. How to distribute resources optimally needs to solve urgently in the new environment that the business volume is increasing continuously and the structure of the resource channel increasingly complex. As the company's key external resources, operation efficiency of the marketing channel directly affect the market position of the company, having good marketing channels is very significant to the enterprise to perceive the market pulse and adjust the enterprise behavior and decision. Marketing channels are various, research on the strategies to improve channel efficiency and advantages is very necessary for the company.This paper analyzes the ZLZ company's surrounding of product and market competition condition, explains the features and situation of lorry-mounted crane industry based on the studies on marketing channel theory at home and abroad; analyzes the existing marketing channels of ZLZ company from the its strategy, structure and management, and on the basis of the actual development need, evaluates the marketing channels of the ZLZ company, finds out the main problems. According to the evaluation results, and on the analysis of the effect factors of the marketing channel, designs new marketing channels for ZLZ company based on the weight factor analysis method, and designs a optimization program of marketing channel structure.