| The industry o f construct ion machinery o f China has rapidly developed in the last 30 years wit h the econo my development. The products of China are now taking part in the international co mpet it ion because of the improvement o f th e abilit y o f design, researching, qualit y in the last thirt y years. After China beco ming the member of WTO in 2001, most o f the main manufacturers in China are co mpet ing with the top brands fro m Europe, North America and Japan. Alt hough the econo mic crisis in 2008 has impacted most of the countries in the world, the exportat ion o f construct io n machines fro m China has been st ill keeping increased gradually. Right now all the factories are facing the same challenge which is how to co mpete with other world famous brands to get own market share with a big lack of glo bal business development and management experience and how to reso lve the conflict o f do mest ic market decrease and over producing abilit y.The purpose o f this art icle is to find a better so lut ion for the lo ng t ime business cooperat ion of ZOOMLION overseas market. To start this, the writer takes use o f so me theory o f modern distribut ion management to make so me analysis o f the history and current situat ion of ZOOMLION cranes overseas business. After this, the art icle goes deep into the problems o f ZOOMLION cranes overseas business. These problems have caused a lot of new problems to the business development for ZOOMLION, the improper dealers restrict the market ing o f the brand, the low percentage direct sales has lessen the profit s, the conflicts has made the relat ionship worse between factory and dealers, the low lo yalt y o f distributors makes our sales team more difficult to touch the end users. The reasons for these problems are co mplicated. After fully understanding the overseas strategy of ZOOMLION, the writer redesign the structure o f the channels, which means we need to keep the stable and abandon or adjust so me improper channels, at same t ime to increase the direct sales and keep focusing on the key accounts, put more invest on the e-co mmercial business, all these will require a more strong channel management depart ment. Based on the new structure, the writer give so me tact ics of channel managing, including opt imizing the standard o f choosing cha nnels; improving the assessment system fro m different aspects o f the achievement o f the channels; sett ing up a more efficient inspire system to the channels and enrich the too ls o f inspiring the sales, service, promot ion, market ing training and other act iv it ies executed by the dealers; providing enhancive training according to the differences o f the market and service request; finding more ways to manage the conflicts between the channels and set up the pre alarm system to avo id the conflicts.At the end o f the art icle, the writer focus on how to guarantee the optimizing o f the management system, which will cover how to improve the organizat ion of the distribution, how to share the information between factory and channels, how to improve the custo mers management system and how to enhance the enterpriser culture of channels to meet up the culture of ZOOMLION. The writer hope all these ideas and proposals raised up fro m this art icle and ensure the high efficiency of crane overseas divisio n of ZOOMLION, and w ill create more profits in the running o f the organizat ion. The issues which are discussed in this article are also co mmo n issues to the others Chinese cranes brand, hope this will also do so me help to these co mpanies which are do ing the same thing as ZOOMLION now is do ing for the global market. |
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