挖掘机行业特征与典型企业渠道营销策略分析

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1、摘要中国市场上的挖掘机品牌进行了简要阐述和定位分析，并结合研究机构的有关数据对品牌挖掘机的购买行为进行了较深入的实证分析。接着全方位分析了挖掘机产业目前所面临的行业环境，并借助相关行业数据对挖掘机行业的价值链结构也进行了系统的实证分析。这就为后文的理论应用和创新提供了充实的论据基础；第四章对沃尔沃公司和美国卡特彼勒公司以及日本小松公司各自在中国的渠道策略发展进行了深入的案例对比实证分析，从而论证了营销渠道在挖掘机行业中的战略地位，然后全面阐述了外资品牌挖掘机在中国的渠道策略现状和形成原因，这又为本文提出国有品牌改善渠道策略的对策和建议提供了坚实的基础。第五章，首先

2、分析了国有品牌挖掘机厂商在中国市场渠道策略现存的问题，结合其他渠道及相关理论进行实际应用，为国有品牌挖掘机厂商渠道策略的进一步发展给予了一般性的对策和建议。关键词：挖掘机；行业特征；渠道战略；比较研究AbstractAbstractAsthenationaleconomyhasbeencontinuouslygrowingstrongerandstronger,theinvestmentintheinfrastructurehasexpendedinadramaticwayinrecentyears，especially‘wi也thedevelopmentoftr

3、ansportationandwaterconservancyconstructionaswellastherapidexpansionofinvestmentintherealestatemarket．Atthesametime，thelarge-scaledevelopmentofenergyindustryhasalsobeenundercontinuingprogressinordertoensurethefasteconomicdevelopmentofourcountry．Basedonthisbackground，itisnodoubtthatthe

4、Chinesemarkethasbroughttremendousopportunitiestotheindustryofconstructionmachinery,showingitshungryandincreasinglystrongdemandtotheconstructionmachineryrepresentedbytheexcavators．Therefore，Caterpillar,Komatsu，VolvoandotherglobalfamousmakersofconstructionmachineryhavepenetratedinChina,

5、whilethedomesticmanufacturershavealsoacceleratedthepaceoftheexpansion．Atpresent，themarketofconstructionmachineryhasalreadybeeninthestage’Sgameanditscompetitionisincreasinglyheatingup．Inthisenvironment，theenterprisesofconstructionmachineryneedtoseekandestablishthecompetitiveadvantagesu

6、itedto．therequirementsoftheirself-development，iftheywanttobeinvulnerabletothisseverecompetition．Bythisway,theycouldimprovetheabilityoflong-termdevelopmentandfacethemarketmoreleisurely；theyalsocouldformexcellentmarketperformanceandmoreinfluencetothetargetmarket．Throughthecomparativeemp

7、iricalanalysisofthechannelstrategycasesoftheU．S．Caterpillar,KomatsuandVolvoConstructionEquipmentinChina,thispaperconcludesthegenerallytheoreticalprinciplesofestablishingandimplementingchannelstrategiesofconstructionmachinerycompaniesrepresentedbyexcavators．Baseonthat,thekeypointisprop

8、osedt