Study On OM Company's Marketing Channel

The development of modern instrument and equipment has been the support flat to enhance technology level and country power. In the succedent years, facing to the severe international competition, it has been the leading role for China to boost its manufacturing productivity and implement its industry promotion. In the soil-mechanic industry, as the up to date production from outside, the import soil-mechanic instrument has enhanced the checking level of domestic soil-mechanic engineering and provided the more scientific basis for valuing the quality of engineering. However, they have not got the mutual agreement about the primary marketing channel model among the present participants. The scarcity of technical resources for buyers, the insufficiency of product's information received by agents, distribution of marketing district, supplier's limited support for agent is intimidating the customer's trust and great business opportunity. This study is to provide advice for regularizing the import soil-mechanic instrument market by analyzing the import soil-mechanic instrument market. There are some problems such as the marketing channel model is simple, and the management is nerveless. So we propose that the subsidiary agent should be established. Still the market should be occupied by multiple channel and strengthen marketing strategy. This study combined the theory research and practice analysis. The theories include the marketing channel model theory, relationship marketing theory and five-power competition model. And the practice analysis bases on the background of the import soil-mechanic instrument market, explores the design of marketing channel model and the effective way of marketing channel management with OM instrument and equipment company's marketing channel model.