A Research On The Improvement Of Marketing Channel Management Of Excavator Of SL Company

As a leading international construction machinery company, SL has become one of the national high-tech enterprises since its establishment in 1972. The main products for SL are classified into three categories, namely, loaders, excavators, and road machinery, which include more than one hundred of products. It is worth mentioning that the excavators produced by SL have tapped the market since 2010. Although that was a late entry, great achievements have been made as it is in a fast developing phase for the construction machinery industry. Over the past few years, due to the global economy recession and the national macroeconomic regulation and control, the sales growth rate for the excavators has declined. Affected by the severe market economy and depression, with high speed of the development, SL’s excavator sector has, since 2013, met with some problems regarding its marketing channels, such as the decline for sales, insufficient funds, difficulties in collecting receivables from clients, the occupation of funds for second-hand and/or legitimately claimed machines, the high pressure for collecting receivables and the high inventory rate. SL has to seek for better solutions in response to those problems for its marketing channels. How to identify the severe market economy situations? How to help agents survive the market and promote the sustainable development in the long run?As with the introduction of this topic, this text clarifies the significance and thoughts about the research and then determines that the research methods for this text include document investigation method, case study method, comparative research method, graph analysis method, and the-combination-of-theory-with-practice method. By summarizing relevant theories about the marketing channels, the author has determined the marketing channels for SL and makes clear of the theoretical support for this text, which explains in detail about the status quo and the trend for the theoretical researches on the national and international marketing channels, and lays a theoretical foundation for the improvement on the marketing channel management. This text is to dwell on the three main marketing channel models for the SL excavators and those for its rivals’ brands, analyze in depth the status quo of the marketing channels for the SL excavator sector, and identify the main features and problems for the marketing channels of the SL excavator sector. By using the tools of PEST, Five Forces Model, and SWOT, this text is to expatiate on the marketing channels for the SL excavator sector and find a way out for the improvement of the marketing channels for the SL excavator sector. The author has put forward the goals based on facts for the improvement, designed an improved structure for the marketing channels, and created an improved plan and relevant measures for the success of the improvement of the marketing channels. Consequently, this text explains the potential results for the improvement of the marketing channels with respect to sales, service, and inventory.This text mainly consists of seven parts. Part one is the introduction part, which mostly discusses the background of the topic, the significance, the research methods, the innovative features, and the writing thoughts & structures, etc. Part two is mainly about theoretical summarization, which indicates the modern-day study on and the trend for the national and international marketing channels. Part three is to discuss the main marketing channel models and structures which the excavator industry in China is adopting, introduce the models and features for the main rivals’ brands, and explain about the status quo for the SL’s marketing channels. Part four analyzes the marketing environment for the SL’s marketing channels. Part five talks about improvement on the goals & the principals, the thoughts, and the structures and comes up with an improved plan for the marketing channels. Part six mentions mainly about the measures and results for the improvement on the marketing channels. Part seven is the conclusion and the prospects, which talk mainly about the conclusion for the research of this text and expects that the improvement for the marketing channels should made in line with the developmental trends for the industry and the market.