Overseas Dealership Operation Management Of Construction Equipment Manufacturer

Chinese construction machinery business booms after entering WTO, and more and more CE manufacturers have entered overseas market in recent years, and some TOP brands’ overseas avenue is more than 20% of total business. The distributor is the bridge to transfer the products to enter customers from the manufactures, and it is a main challenge how to manage the overseas distributor under the manufactures’strategy. Due to short time in overseas market, lack of thorough understanding of foreign culture and overseas market development characteristic, they normally adopt simple management method or copy their domestic experience. So dealer changing frequently, no timely parts supply, unclear service standard are the possible, and Chinese CE brands in overseas customers are still in low level. Even some Chinese company have made some good exploration in overseas distributor management, but mature dealer operation model in construction machinery business is still missing.The article analyzes the dealer operation management under trade phase and KPI forward phase and positions their weakness, then utilize some dealer operation management experience in Auto industry, forwards one operation management model for Chinese construction machinery. The model wants solve some problems, such poor coverage of the business, only focus management with neglect to help dealer, etc. While it also provide one solution to judge the dealer performance by three angle measurement to increase the objectivity and pertinence.The company strategy target to reach a high level and gain the core competitiveness advantage during the competition through scientific dealer operation development, while dealer operation management is the core part to meet the strategy target, to keep dealer network sustainable development is the foundation to guarantee the company’s healthy development...