Imm International Coal Group Jiamusi Coal Mine Machinery Co., Ltd. Marketing Channel Management Research

Marketing and distribution management is one of the critical challenges faced by the top management of any company. In certain degree, an effective marketing strategy and type of distribution in terms of marketing management, distributor management, management and stimulation of sales forces as well as the concept and system of customer services will build the company into a competitive organization on distribution channels, provide the customers with first class products and services, helps on expanding the domestic and international markets, get the recognition and satisfaction of customers. As a result, the company will realize its strategic objective of becoming a world class mining machinery brand through continuous improvement and innovation.This paper describes, analyzes and summarizes the modern theories on the marketing theories, marketing strategy and distribution channel management both home and abroad. It expounds the industry background, competition and the issues and challenges as well as the proposed solution packages ahead of IMM Jiamusi Coal Mining Machinery Co., Ltd, with detailed discussions on such topics as marketing strategy and concepts, distribution channel restructuring, distribution channel strategy, management and control, marketing innovation and development etc.This paper puts forward that IMM Jiamusi Coal Mining Machinery Co., Ltd shall have its own features on marketing strategy regarding the overall situation and the industry. The current distribution channel conflicts shall be solved with further segmentation of geographical regions, regional sales metric management, cross-boundary control and performance management program etc. In view of the coal mining machinery industry, suggest to initiate the total solution service program on service concepts, system, model and standards etc in terms of machine check-up and acceptance, training and assembling at field, operation at underground tunnels, service tours, maintenance, overhaul, spare parts warehouses and rapid supply, standardized service procedures, set up the customer training center and road header practical training and drilling base etc to improve the customer satisfaction. Suggest building, training and stimulating a capable sales organization and professionals. Suggest setting up and improving the company's internal sales team and training the high qualification sales team and professionals with international perspective and marketing management. Suggest to innovate the marketing from traditional product sales and service to a total solution provider, to co-develop new products, set up joint ventures on service centers and other type of entities with customers so as to keep the key accounts and customers, keep the customer loyalty and thus the market share ratio. It suggests applying the new technology such as the IT technology and E-commerce to improve the productivity, expand the domestic and overseas market.At the same time, in accordance with the long term development strategy and objective, the characteristics of the industry and trends etc, this paper also suggest the company shall gradually convert from current distributor's channels to a mix of distributors, sales agents, sales representative, customer service agents etc to meet the diversified needs of different marketplace customers and segments.This paper also attempts to provide IMM some help and reference on marketing strategy and distribution channel management with the case study of IMM Jiamusi Coal Mining Machinery Co., Ltd.