The Research Of KTSG Wheel-Loader Chinese Market Distribution Channels

Along with foreign wheel-loader production enterprises to enter the Chinese market, distribution channel integration is more and more become the realistic choice of machine production enterprise competitive advantage. Distribution channel structure choice is suitable for the Chinese market has become a foreign wheel-loader manufacturer general topic of the quest. As a representative of the foreign capital to enter the Chinese market wheel-loader production enterprises, KTSG will consider what factors to optimize the current distribution channels, using the model of distribution channels to obtain advantages in the fierce competition, has become KTSG focus on the problem.The purpose of this paper is to study the structural choice and influencing factors of KTSG Chinese market distribution channels, based on the relevant distribution channel theoretical study, combined with industry practice, deeply analyzing the characteristics of the wheel-loader industry in China and the Chinese market, and using the potter five model analyses the development trend of industry.Through industry research, data collection, sorting and field visits, mainly from the Chinese market performance, choice of distribution channel structure and its reasons, contrast KTSG and major domestic wheel-loader production enterprise were analyzed in terms of choice of distribution channels. Study found there is a big difference between KTSG and domestic market sales of larger firms,at the distribution level, channel width, the relationship between channel members, channel construction and management of sales channels on the way, and under the enlightenment of the factors influencing the distribution channel structure design related theory model, thoroughly analyze the root cause of the differences in performance and distribution channels, and using SWOT to analyze the KTSG enterprises’advantages and disadvantages, opportunities and threats.Through analysis and research, this paper concludes that the Chinese market wheel-loader enterprise sales performance differences is related to choose a different distribution channel structure,and the enterprise management strategy affects the choice of distribution channels. Wheel-loader enterprise’s business strategy decision product market positioning and profit source, which affect the choice of the enterprise distribution channels positioning and structure. Unique in the Chinese market competitive environment, the product profit is to achieve the common goal and maintain channels of the channel member close relations of the necessary conditions. It is these factors influence KTSG the choice of distribution channel is different from the same industry, at the end of the paper, on the basis of thorough analysis, give KTSG strategy adjustments and distribution channels of local training countermeasures and Suggestions.