Research On Marketing Channel Innovation Of S Machine Tool Co., Ltd

With the gradual deepening of the WTO process,the fierce competition in the market of machine tool,because of the serious product homogeneity,price and promotion strategy of the domestic machine tool market is easy to be imitated by competitors.Therefore,it is necessary to improve the marketing channel in 4P marketing mix.As the domestic machine tool industry leading enterprises,S machine tool Limited by Share Ltd in the product structure adjustment,business model innovation,should continue to improve the marketing channel structure,strengthen marketing channel management,improve the effectiveness and controllability of the channel,in order to adapt to new products,new business model,and provide product life cycle service,accelerate the implementation of the strategic transformation from traditional to industrial service providers.In this paper,the use of channel theory,combined with the development of S machine tools marketing channels,as well as the characteristics of machine tool products,summary analysis of the existing problems of S machine tool marketing channels,propose innovative marketing channel solutions,S machine tool by the traditional manufacturers to industrial service providers have a positive role in promoting,at the same time to explore new marketing channel model has a certain significance.The introduction part mainly describes the background,purpose and significance of this research,the domestic and foreign research review and research contents,methods,ideas and innovations.The second chapter introduces the basic theory of marketing channel,the basic concepts and design principles of the channel.In the third chapter,the general situation of the S machine tool is introduced in detail.The fourth chapter studies the current situation and existing problems of S machine tool Limited by Share Ltd marketing channel.The fifth chapter analyzes the existing problems in the previous chapter,and puts forward the innovation strategy of S machine tools.In the sixth chapter,the paper puts forward the implementation conditions of S machine tool marketing channel innovation strategy.The seventh chapter is the conclusion of this paper.