The Research On Marketing Channel Of Chinese Construction Machinery Products

The industry of construction machinery in China has been developing rapidlysince the reform and open policy, followed by the fast advance of national economy.In2001, China was recognized as a member of WTO (World Trade Organization),which provided Chinese construction machinery a great opportunity to target foreignmarket. Such giant companies in China as Sany, Zoomlion, LiuGong initiated foreignmarket, which turned out to be a good start. However, the great financial crisis in2008depressed the global construction machinery industry, as well as the export ofChinese construction machinery products.Under the above circumstances, this thesis attempts to make a review ofmarketing channel theories and the practice of marketing channel designed bydomestic construction machinery companies. Based on the review, the article analysesthe design mechanism of construction machinery products, namely how themacroscopic marketing environment, inner environment of enterprise, channelstructure, channel efficiency could affect the design. The study on current situation offoreign marketing channel of domestic construction machinery enterprises can bedivided into two parts: on one hand, the article discusses the features of all thechannels and the experience of successful channels, based on the study andcomparison of current channels adopted by Chinese enterprises; on the other hand,making a deep analysis of such typical problems as weak control of marketing channel,inappropriate behavior towards channel conlficts, lack of experience in multinationalmanagement, and showing as lessons.Based the above analyses, together with the successful example of reasonableinternational marketing channel design and operation and the deficiency in channelbuilding of domestic enterprises, the article accordingly explores the solutions andmeasures to the channel optimization. The conclusion is expected to work as referencefor domestic construction machinery industry to go abroad and help achieve the goalsof the Twelfth Five-year Plan.