Research On The Improvement Of Marketing Channel Management Of Anhui HELI Loader

Loader industry is one of the important sector of construction machinery industry, in the process of the economic and social development of our country take an important role. In domestic construction machinery market, domestic loader dominant brand, such as liugong, dragon worker, mansion, position and xugong, the market share of 92% or more, has the absolute advantage of the market. From 2003 to 2012, the golden decade of rapid development for domestic loader industry, during the annual sales reached 200000 units. Affected by the economic crisis in Europe and America and domestic macroeconomic adjustment, the loader industry since the second half of 2012, the decline of the market, market competition is fierce, enterprises are facing different forms and levels of problems and difficulties, affects the sustained, healthy and steady development of the industry.Anhui HELI co., LTD. is a core holding subsidiary of anhui forklift truck group co., LTD., Shanghai stock exchange in 1996, is China's largest production and sales, the most complete industry chain, the overall strength and economic benefit is one of the best industrial vehicle research and development, manufacture and export enterprises, the national high-tech enterprises, is the first state-level technology r&d center that enterprise. Anhui force main products are key parts and engineering machinery forklift truck, tractor, loader four series, more than 1000 varieties. Anhui HELI loader into the market in 2007, the overall operation, in the part of the market have a certain market share, but it is still in the stage of strategic losses. Also from the beginning of the second half of 2012, influenced by international and domestic economic environment, market demand continued weakness, anhui HELI loader market decline is lower than the industry average, but the management of marketing channel exposed a series of problems, such as: sales, inventory backlog, agents a shortage of funds, serious customer overdue, creditor's rights is increasing. These problems not only affect the normal operation and long-term development of anhui HELI loader, also requires companies to the existing marketing channel operation management carry on objective analysis and thinking.This paper introduced the selected topic background, illustrates the significance of research and the research mentality, the reading of the literature method, comparative analysis and chart analysis, etc. This paper explains the relevant academic theory of marketing channel, this paper introduces the concept of the marketing channel, illustrates the theoretical source of this paper. For countries, internal and external marketing channel theory research situation, and expounds the research status quo, as this paper provides the theoretical foundation of anhui combined marketing channel improvement. Introduces the four main marketing channel mode of loader industry, in-depth analysis of the current situation of anhui HELI loader marketing channel, points out its characteristics and existing problems of marketing channels. Through three analysis tools, namely, PEST analysis, five competition analysis and SWOT analysis, to find direction for anhui HELI loader marketing channel improvement. Puts forward the anhui HELI loader marketing channel improvement goals, basis and specific improvement scheme, and guarantee measures for the realization of the improved scheme.