Zoomlion Channel Conflict Research

Under the new situation, China Construction Machinery Industry With the surgein demand and industry of those who entered the growing situation of fiercecompetition. Marketing channels, management of the construction machineryenterprises are constantly upgrading and change the face of rapidly changing marketand growing competition from the strategic height of innovation and strengthen themarketing channel system design and management, how to prevent and control themarketing channels the existence of channel conflict, how to use modern IT technologyin-depth analysis and rational use of the channels of information technology, how tobuild strategic alliances between channel members has become the important issuesfacing the construction machinery enterprises.In this paper, Zoomlion Co., Ltd., for example, Zoomlion marketing channelconflict in the construction machinery market in the Situation and Origin of marketingchannel conflict management theory, put forward the type of the Zoomlion marketingchannel conflict, macro-level micro-level and deep-seated reasons for the marketing ofZoomlion fully understand the reality of features in the marketing channel conflict.Proposed the Zoomlion channel integration model through the integration of marketingchannels and cooperation theory theory, analysis of the various elements of theintegrated model, and further put forward the strategy of the Zoomlion marketingchannel integration, and made useful for the effective formation of marketing channelsystem attempt. Help Zoomlion to find a marketing channel integration method and thestarting point, to avoid vicious competition and other engineering machinerymanufacturing enterprises, and ultimately win the interests and gain a competitiveadvantage. This case study effectively enhance the competitiveness of their ownsimilar enterprises, and promote China’s construction machinery industry’s progresshas important practical significance.