Research On Optimization Of STE Company Genset&marine Engine Channel

Engine is the intermediate product,Applicable to trucks,construction machinery,ships,power generation and other terminal products,In mechanical industrial products,It belongs to a product with more cross-industry and cross-department,take channel marketing like dealer and agency as the main sales model.The industry development and market requirement transforms along with the progress of the infrastructure and national economy and their supporting industries.In recent years,with the changes of international politics and economics,the engine industry go through from severe market shrink to demand growth,but the comparative advantage between domestic engine and foreign brands was weaken by exchange rate and the increasingly high labor cost,in the face of the rat race with both domestic and overseas,how to optimize the channel marketing pattern became the key issue in native engine manufacturing enterprise.The paper consider STE engine company as study object,Through the research status of channel optimization at domestic and abroad,firstly,the macro-environment of politics,economy,society and technology is described by using PEST tools proceed from the basic theory of the channel and it's optimization,then proceed from the relevant basic theory of channel and its optimization,combine the strength and weakness of STE channel to analyze with SWOT,Through the analysis of the current situation and existing problems of STE company's Genset and marine engine marketing channels draw a conclusion with the optimization of channel,and design the pattern of channel optimization,rebuild and complete it,then targeted propose the supporting measure,with the regulating and controlling,raise the market share of STE engine company,achieve the sustainable development of the the generating and marine engine business.Finally,the criteria for evaluating the optimized channels are established in accordance with the company's development goals,continuous use of PDCA cycle method to monitor the optimization process,at the same time,the phased results of the optimization work have been evaluated,the achievements and shortcomings of optimization work are analyzed,so as to further improve and adjust.The conclusion of this study,starting from the three main influencing factors of channel structure,channel relationship and channel behavior,forming a channel mechanism with simple and clear structure,close channel relationship,effective control and incentive,propose innovative plans such as setting up CKD factory with distributors.The research results in this paper not only provide practical guidance for the optimization of STE electric ship engine marketing channels,help the company to build and improve marketing channels,promoting the Achievement of Marketing Goals,It also has certain reference value for domestic engine enterprises in channel management and optimization.