The Research Of Machine Tools Distribution Channel Construction Of DM Company

The importance of marketing channels is continuously improving in the marketing development of the enterprise."Channel is the king","terminal winning" concept gradually formed. To the enterprise, the channel is not only a product transfer channel and way, and it has become one important way to enhance the market competitiveness and construct the core competitive ability of the enterprise. With the continuous development of the market, the competition is more intense day by day. To meet this challenge, the enterprise must adopt an efficient marketing channel to expand sales and increase the market share. Facing the increasingly intense competition coming from the rivals in the same industry, the single channel of DM Company became more and more weak, and it raised a new requirement of the channel construction of DM Company.Combining the marketing channel theory and the characteristics of CNC machine tool as industrial products, through the methods of literature review, comparative analysis, market investigation and the detailed study of marketing channel of CNC machine tools of DM Company, this research is carried out, and it found the questions and the insufficiencies of the existing channel of DM Company. Through the comparison and analysis of agent channel and distribution channel, one distribution channels construction program of DM Company was designed, and then according to the distribution channels construction program, an implementation program was designed. I hope to broaden the DM Company’s marketing channels, expand sales with these two programs, and also hope for a certain reference role in the channel construction for other machine tools enterprises.The research background and the research significance of the distribution channels construction of the NC machine tools company, and the specific train of thoughts and methods of the research were separately elaborated in the introduction part. It mainly elaborates the characteristics of CNC machine tools market, marketing channel theory and related knowledge, the current channel application situation of CNC machine tools companies. It was described about the concept, function, the designing of marketing channels and the marketing channel management and control in the second chapter. It is mainly about DM company profile, the current situation analysis the existing marketing channel, and it found out the existing problems and shortcomings of the current channels in the third chapter. Based on this research, the distribution channels construction program DM Company was put forward, to develop the market with the greatest degree, reduce marketing costs, improve market share in the fourth chapter. It is the main contents of the channel construction scheme for the channel design plan in the fifth chapter.