摘要

在新形势下，中国工程机械行业随着需求的激增和行业进入者的不断增多形成了激烈竞争的局面。工程机械企业的营销渠道的管理也在不断的升级和变化，面对快速变化的市场和愈演愈烈的竞争，如何从战略高度不断创新和强化营销渠道体系的设计和管理，如何预防和治理营销渠道中存在的渠道冲突，如何利用现代IT技术对渠道信息化进行深度分析与合理运用，如何建立渠道成员之间的战略联盟等已成为工程机械企业面临的重要问题。

本文以中联重科股份有限公司为例，通过营销渠道冲突管理理论，分析中联重科在工程机械市场中营销渠道冲突的现状与成因，提出中联重科营销渠道冲突的类型、宏观层次、微观层次和深层次的原因，从而为中联重科的市场营销充分认识营销渠道冲突上的现实特点。通过营销渠道合作理论等整合理论，提出中联重科渠道整合模型，分析整合模型中的各个要素，并将进一步提出中联重科营销渠道整合的策略，为有效形成营销渠道系统作出了有益的尝试。帮助中联重科找到进行营销渠道整合的方法和切入点，从而有效的避免与其他工程机械制造企业的恶性竞争，最终赢得利益，获取竞争优势。本案例研究对于有效提升本国同类企业的竞争力，推动我国工程机械行业的进步有重要的现实意义。

关键词：中联重科；工程机械；渠道；渠道冲突；渠道整合

Abstract

Under the new situation, China Construction Machinery Industry With the surge in demand and industry of those who entered the growing situation of fierce competition. Marketing channels, management of the construction machinery enterprises are constantly upgrading and change the face of rapidly changing market and growing competition from the strategic height of innovation and strengthen the marketing channel system design and management, how to prevent and control the marketing channels the existence of channel conflict, how to use modern IT technology in-depth analysis and rational use of the channels of information technology, how to build strategic alliances between channel members has become the important issues facing the construction machinery enterprises.

In this paper, Zoomlion Co., Ltd., for example, Zoomlion marketing channel conflict in the construction machinery market in the Situation and Origin of marketing channel conflict management theory, put forward the type of the Zoomlion marketing channel conflict, macro-level micro-level and deep-seated reasons for the marketing of Zoomlion fully understand the reality of features in the marketing channel conflict. Proposed the Zoomlion channel integration model through the integration of marketing channels and cooperation theory theory, analysis of the various elements of the integrated model, and further put forward the strategy of the Zoomlion marketing channel integration, and made useful for the effective formation of marketing channel system attempt. Help Zoomlion to find a marketing channel integration method and the starting point, to avoid vicious competition and other engineering machinery manufacturing enterprises, and ultimately win the interests and gain a competitive advantage. This case study effectively enhance the competitiveness of their own similar enterprises, and promote China’s construction machinery industry’s progress has important practical significance.

Key word: Zoomlion; Construction Machinery; Channel; Channel conflict; Channel integration