Research Of Yituo Machinery Distribution Channel

Along with the increasingly intense competition in mechanical profession, distribution channel has become an important element to construct core competitive power in mechanical enterprises. How to establish distribution channel of high quality and high effect, how to optimize the channel management, and how to resolve the intriguing channel relations, are problems considered by many machinery as well as sales administrative personnel of mechanic enterprises.Yituo has entered machinery profession tor almost twenty years since it annexed LuoYang Constructing Factory in 1980's. As a large-scale state-owned machine manufacturing enterprise, Yituo retailing channel can represent machinery profession. This article discovers problems in personnel management and flow management of Yituo's distribution channel, and further analyzes key reasons: the difference between goals cf manufacturer and distributor,asymmetrical information;different understandingtowards reality of different members; choosing and appraising channel members by feeling; aging management methods of channel members. And this article puts forward counter proposals in view of these questions: to synchronize both thin body movement and strong boy movement;to establish alliance channel relations and MIS of distribution channel; to attempt to digitalize retailing channel. Through research, this article establishes evaluation criteria of Yituo machinery distributors,and this provides essential systematic basis for Yituo machinery to improve distributor management and harmonize channel members.As to howto deal with the intriguing channel relations, this article not only puts forward the counter proposals, formulates corresponding systematic measures, but also proposes overall plans of management informationization of distribution channel, and designs system function module and relative flow considering the real situation.The research results of this article have guiding significance to the improvement of distribution channels of Yituo machinery, at the same time they also provide models for other mechanical enterprises.