A Research Of Marketing Channels Construction And Management Of Agricultural Machinery Products

With the development of Chinese agricultural modernization and rural land management system, agricultural planting has gradually moved toward the road of mechanization. Farmers’ demand for mechanical planting have became increasingly prominent. However, on the one hand, to Europe and other developed countries Chinese agricultural machinery industry started relatively late. On the other hand, agricultural machinery products, especially characteristics and market demand. Marketing channels of agricultural machinery industry is rather backward. Accordingly, this research has important significance.Studies about abroad theoretical marketing channels have gone through for nearly one hundred years, including economic methods and behavioral sciences approach. Economic approach studies channel structure and cost with economic theory and industrial organization. It forms the theory of channel construction. Behavioral science approach uses social psychology and organizational behavior theory as the theoretical basis, focusing on the study of power, conflict and cooperation. In recent years, many domestic scholars do many researches on the theory of marketing channels. It focused on the effectiveness of the channels, channel organization system and so on. The theory and practice of marketing channels is increasingly becoming the object of academic attention.In China researches on marketing channels in the agricultural machinery started relatively late. But there are still many domestic scholars to study agricultural machinery using the theory of marketing channels. This includes establishment of a comprehensive quality management, sales staff training which focuses on quality of service, with a complete legal system and policies to promote the development of agricultural circulation; using auto4S shop sales model to operate agricultural machinery products.The history of agricultural machinery products channel’s development is actually Chinese agricultural enterprises constantly maturing process.Chinese agricultural enterprises go through the planned economy era, institutional transition era; deepen the reform era, resource optimization and integration era. Corporate marketing channel construction has also experienced production-oriented, product-oriented, sales-oriented, marketing oriented.Since2001, the enterprise goes into resource optimization, strategic integration phase. The marketing concept is in marketing-oriented phase.Some large-scale agricultural enterprises are going on large-scale mergers and acquisitions and restructuring. It needs to establish a new set of appropriate sales channels. In addition,"the Central One" file stimulates market demand of agricultural products. This set up with the support of agricultural subsidies benefit farmers mechanism. Agricultural enterprises in order to be able to achieve sustained, develop, seize the market.It is more necessary for channel construction to provide a powerful guarantee. Agricultural enterprises established distribution channels and reputation for excellent credit performance evaluation system. It established through the implementation of channel optimization strategy, regulate the implementation of dealer credit management policies, guiding the dealer market forecasts.First-class marketing channels are the key to the success for a world-class agricultural enterprise. At present, agricultural enterprises is difficult to rely on their own strength to form a sustainable competitive advantage. In the next period of time, the construction of agricultural machinery product’s marketing channels will show as the following trends:Firstly, accelerate the pace of marketing channels’ integration. It builds a strong channel, overalls planning, focuses on the integration of marketing channels. This will establish the marketing and business development phase mode trough the integration. It is to strengthen the management of marketing channels, establish the regional proxy mechanism, accelerate the image of the store or stores building, and accelerate the integration of resources. Secondly, strengthen the construction of marketing channels basic work, divide the sales area reasonable, develop a reasonable sales plan, strengthen the training of marketing personnel, change the service concept, and improve the service quality. Enterprises should change the service concept; improve services quality to speed up the rhythm of after-sales maintenance services, standardized service processes, especially after-sales maintenance parts management.On the basis of previous studies, first, article described the design of marketing channels and channel management theory. The article brief analysis the current situation of the agricultural machinery of marketing channels. Author believes that current overall agricultural marketing channels exist "weak, chaotic, scattered, slow" four major problems. Secondly, the article believe that the construction of agricultural machinery of marketing channels is inseparable from the analysis of agricultural machinery products and product market characteristics. Marketing channels of Agricultural machinery to fast consumer products, should choose a short, narrow channels. The article is also briefly summarized to middlemen in the channel construction principles and methods of selection. Describes how fuzzy comprehensive evaluation method and model of choice for dealers. Sound marketing channels need to manage the support. Articles from the dealer management, channel management and conflict management theoretically research the parties to face marketing channel management work carried out.Finally, the article chooses an agricultural machinery enterprise as the research object. It does empirical research on corporate marketing channels based on the analysis of the company’s market situation. The research included the grass-roots level in the structural design of the enterprise marketing channels, the layout and select of the sales outlets. At last, it focuses on sales outlets management and channel conflict management during the construction of corporate marketing channel.The article attempts sorting out and reconstructing the marketing channels of agricultural machinery industry from a theoretical perspective, and providing research ideas to build a smooth and efficient channels of agricultural machinery.