导　　师： 贺爱忠

学科专业： 120202

授予学位： 硕士

作　　者： ;

机构地区： 湖南大学

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，面对飞速发展的机械行业市场以及愈来愈激烈的竞争环境，作为渠道中的核心企业应考虑如何站在战略的角度来看待营销渠道体系的设计以及管理问题，考虑如何来预防渠道中的潜在冲突、如何解决渠道中的冲突事件、如何利用现代化的技术手段来对渠道进行深入的分析管理，在这些问题的背后渠道核心企业还应考虑如何与其他成员一同构建一个渠道战略联盟以解决工程机械行业市场中所面临的渠道问题。 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，提出中联重科渠道冲突解决模型，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冲突解决的策略，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冲突解决的方法和切入点，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。 Under the new situation, China Construction Machinery Industry With the surgein demand and industry of those who entered the growing situation of fiercecompetition. Marketing channels, management of the construction machineryenterprises are constantly upgrading and change the face of rapidly changing marketand growing competition from the strategic height of innovation and strengthen themarketing channel system design and management, how to prevent and control themarketing channels the existence of channel conflict, how to use modern IT technologyin-depth analysis and rational use of the channels of information technology, how tobuild strategic alliances between channel members has become the important issuesfacing the construction machinery enterprises. In this paper, Zoomlion Co., Ltd., for example, Zoomlion marketing channelconflict in the construction machinery market in the Situation and Origin of marketingchannel conflict management theory, put forward the type of the Zoomlion marketingchannel conflict, macro-level micro-level and deep-seated reasons for the marketing ofZoomlion fully understand the reality of features in the marketing channel conflict.Proposed the Zoomlion channel integration model through the integration of marketingchannels and cooperation theory theory, analysis of the various elements of theintegrated model, and further put forward the strategy of the Zoomlion marketingchannel integration, and made useful for the effective formation of marketing channelsystem attempt. Help Zoomlion to find a marketing channel integration method and thestarting point, to avoid vicious competition and other engineering machinerymanufacturing enterprises, and ultimately win the interests and gain a competitiveadvantage. This case study effectively enhance the competitiveness of their ownsimilar enterprises, and promote China's construction machinery industry's progresshas important practical significance.

关 键 词： 中联重科 工程机械 渠道 渠道冲突 渠道冲突解决

领　　域： [经济管理] [经济管理] [经济管理]