Study On The CYF Company Power Generator Sales Channel Strategy Selection

The conventional diesel Genset is the most uniform design, assembly products, the same or similar functions, technical content is not high. Homogenization phenomenon is widespread, intense market competition. In this market environment, the most prominent contradiction in the face of Genset manufactory is usually not the production and technical issue, but the market problem.CYF industry ranks in3rd, but the market share only9%. In recent years, the factory price of CYF’s MR Genset is reducing, and Rangli rate to dealer is up. CYF sales strategy has been changed, a bold attempt to all dealers to sell, into one exclusive distributor, then back to all dealers, but the market share not obvious improvement. The dealer mastered a lot of information, the channels gradually by CYF leading into dealer’s leading. On the other side:with large projects more, users eager to cooperate directly with CYF, to get more training and technical support. CYF five year plan to take market share increased from9%to25%, therefore, a reasonable choice of sales channel strategy has become urgent to solve the problem of CYF. Based on this, this paper in view of the CYF sales channel strategy at present, systematic analysis of the existing problems and reasons, put forward the improvement scheme of sales channel strategy, mixed strategy is direct sales and channel sales distribution combines, in order to further improve CYF’s market share and profit. The main contents of this paper are as follows:(1) Based on the system described the development and change of Genset sales channel background, characteristic, the situation of CYF and product, deeply analyzes the current problems of CYF distribution channels.(2) Through other companies’cases analysis, finding direct selling; with questionnaire, in CYF50:50employee agree with this strategy; after expert interview, determine try to this strategy. Analysis of direct selling conditions, from the overall supply china, CYF branch began this strategy. According to the series product characteristics, put forward a hybrid sales company channel. From the user, let sale channel diversity, with a direct effect of distribution channels, promoting improvement and upgrading of the distribution of sales channels, in order to achieve the goal of five years of CYF.(3) Analyses the possible channel conflict brought about the introduction of new channel model, and gives corresponding strategies.Finally, through the two case, the implementation effect analysis and evaluation of CYF hybrid channel sales strategy.