B Company’s Research Of Marketing Channel Management On Construction Machinery Parts

Marketing channel is all channels that the product of the enterprise finally reach the hands of consumers. The channel depending on the specific enterprise, different specific commodity can be direct, indirect, long or short, wide and narrow. With the deepening of economic globalization, China is gradually establishing market economic system of ownership, which means that China’s enterprises will face more intense competition in the market. Facing the new economic situation, enterprises must pay more attention to study marketing, master the basic principles and methods of marketing, change idea of enterprise management, and promote the development of enterprises. Marketing channel refers to a series of channels that the enterprise product or service eventually reach the hands of consumers. Marketing channel is an important essential elements of enterprise marketing. With the current growing enterprise competition, enterprises are facing increasingly complex domestic and international environment, in order to achieve the sustainable development of enterprises, we must pay attention to the marketing of enterprises, pay attention to the construction of enterprise marketing channels, reduce enterprise’s marketing costs, expand market share, improve the business efficiency, and promote the sustainable development of enterprises. This paper takes B company as the research object, study the questions related to the marketing channel of B company through a variety of research methods of field survey, literature research method and case study method,.This paper first analyzes the present situation of B company development and facing the market situation. At the same time this paper further analyzes the B company’s current outstanding problems of marketing channels. B company’s current marketing channels also exist many problems,first of all, there is the marketing channel personnel shortage phenomenon, then sales logistics is not in place, in the meantime, B company do not attach importance to the enterprise marketing channel construction services, also in the marketing channels, often appear a series of problems such as cross region sale phenomenon, these problems restrict the company’s marketing channel of sustainable development. The main reason, is the B company has not set up the marketing channel strategy awareness and marketing channel management deficiency.At last, this paper puts forward some improving measures for the establishment of B company’s marketing channel. The analysis, based on the above questions according to the article, B company needs to increase the construction of sales logistics, the introduction of training channel marketing personnel, pay attention to the logistic management for quality performance, good agent to give effective incentives to promote the establishment of the B company’s marketing channels. At the same time, the company need to establish plans of marketing channels development and training programs to provide the reference for the company’s marketing channel construction.