A Study Of Marketing Channel Structure Optimization In Industrial Device For GF Beijing Company

As the world’s leading manufacturers of industrial device, GF Group, whichentered China Market since1998officially, and marketing channels to take fullsystem in2000, has the rapid development in the sales growth in China. GF Beijingshare of sales of industrial equipment companies accounted1/4GF China’s total salesof industrial equipment, hand along with international competitors have entered theChinese market, on the other hand the rapid rise of Chinese companies, especiallyscattered its marketing channels, highlights problematic, making GF Beijing companyfaces enormous challenges, five-year strategy to achieve long-term developmentobjectives and its seems difficult to develop.The research on marketing channels in western has been nearly a century, while itmainly in the field of FMCG, so little on the marketing channels of industrialequipment, especially little on multinational industrial equipment companiesmarketing channels which in China. Because the development of multinationalcompanies in China has its special background for the study and management ofmarketing channels can not copy the experience of other countries, and foreigncompanies should be based on its own characteristics and product features, combinedwith our unique market characteristics, geographical features and characteristics of thechannel members to re-examine avoid acclimatized phenomenon. Based OptimizationCase GF Beijing industrial equipment company marketing channel structure studies ofindustrial equipment for multinational marketing channel structure in China studiesand optimization theory to solve similar problems have some guidance andinspiration.This paper studies the basic theories and a lot of literature on the management ofmarketing channels, using five forces model to analyze the competitive situation GFBeijing company’s industry and to identify companies with the industry’s bestmarketing channel gap using benchmarking standard method for marketing Guaixiangtaken during the interview to find out the depth behind the structural problems ofmarketing channels, and finally use the ECRS method for structural optimization ofthe integration of existing marketing channels.In this paper, the design principles of marketing channels based on the needs andprinciples established in the channel structure optimization, respectively, after the decision to determine the optimal solution structure of the three dimensions of thechannel structure of the market and marketing channels, products and companies ofthe three main factors affecting the stepwise analysis and, after the establishment ofthe options channel members, eventually forming an ideal marketing channel structuremodel. Not only that, the company also established GF Beijing industrial equipmentmarketing channel structure optimization support system, the establishment ofcommittees and evaluation committee optimization, optimization of the Commissionon the one hand, the structure of the existing marketing channels to integrate the otherhand, the evaluation committee will optimize marketing channels before and afterstructural problems and irregularities contrast, comparison of the data before and afterthe final will optimize the economic benefits, reflecting the effectiveness of marketingchannel structure optimization.This study of multinational industrial device channel structure optimization andimplementation in China, with some reference and guidance.