卡特青州山工机械品牌海外渠道策略分析.pdfVIP

Abstract Distribution channel is the key to market expanding, with the rapid development of Chinese construction equipment industry, and the transition of domestic economy, more and more Chinese manufactures start to focus on overseas markets. In recent years, with competitive price and products quality improvement, Chinese construction equipment manufacturers, gradually take major part of utility market share, especially in emerging markets by the way of expansion As the worlds leading construction machinery manufacturer, Caterpillar also faces the challenge. In order to consolidate their long-lasting market position, acquired of SEM, one key manufacturer in China. To ensure on the distribution control and integrate into Caterpillar overseas distribution channel. In major markets, Dealers established one separate company by Parent company for SEM products. Because of products position and different segmentation, also business model difference, the result is not met the expectation after seven years. Through the comparison of two different structures of overseas distribution, SDLG and Volvo, Liugong completely reply on own one. By SWOT analysis, and Industry prospection, the perfect chance is coming for SEM to catch to develop in utility market. On the one hand, with lower purchasing cost and reliable quality, easy to operate, Chinese manufacturer gradually take 60-80% of market share by different products, which is one growing threat to Caterpillar’s market leading position, so it is time to adjust strategy. On the other hand, from the beginning of 2012, the global economic adjustment, which leads to the decline in the market demand for construction machinery, the current dealers are in seri