I
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，从而阐释了中联重科的营销渠道
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
II
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