In recent years, with the continuous warming of the research on marketing channels in China, the marketing management theory has achieved unprecedented development, and the business community also attaches great importance to and applies it. However, most articles mainly take the behavior of marketing channels as the research object to analyze the rational allocation of resources between the market and enterprises, By analyzing the impact of product marketing factors on the structure of marketing channels, this paper expounds the relationship between enterprises and the market and the reasonable allocation of marketing channel structure adopted by different enterprises in different periods, and puts forward the current and future marketing channels and the direction of management development.

1、 With China's rapid integration into the world's competitive market within the framework of WTO, the importance of marketing channels has become increasingly apparent in the process of increasing competition for end consumers, but there is no theory on how to build and manage enterprise marketing channels under the concept of green marketing, The author hopes that through the point of view of this article, it can provide a new perspective for enterprises that encounter the confusion of managing marketing channels to analyze and solve practical problems, so that a reasonable marketing channel structure can better support the development strategy of enterprises by improving the operation efficiency of marketing channels, and hope that domestic pump enterprises can improve their competitiveness in the world market. Through the definition of marketing channel structure and the definition of the factors constituting the marketing channel structure, combined with the analysis of the application characteristics of pumps, the author explains the setting strategy of marketing channel structure of different pump enterprises and the direction of establishing the strategic concept of marketing channel management. Through the analysis of the current situation of channels, the author points out the disadvantages of China's marketing channels and the degree of service marketing channelization objectively required by end consumers, and puts forward personal strategies for setting up pump industry channels based on the actual needs by using the starting point of meeting the needs of competitive customers and improving the marginal benefits (or reducing the marginal cost) of channels.

2、 Overview of marketing channel structure and current situation of consumers in the domestic pump industry in recent years, due to the repeated construction of low-end product production facilities in the pump industry, the economic scale of various enterprises is extremely unbalanced, and the setting level of marketing channel structure is uneven, which is mainly reflected in the following three aspects: 1. Workshop style Enterprises with low price market strategy implement a complete agency system for marketing channel members, which is unstable, and hope to survive, so that normal profits are seized by middlemen and have no agent control. It belongs to a scattered marketing model. There are no less than 10 workshop enterprises producing slurry pump accessories in Shijiazhuang, and there is a trend of spread. 2. The composition of marketing channel structure of medium-sized economic scale enterprises is very complex: the basic implementation of middlemen, branches and subsidiaries has confused various member modes, resulting in confusion in market management, and even the same stage competition between different marketing channels and internal members. 3. The marketing channel structure of large-scale enterprises is unstable and constantly changes the marketing channel structure, It brings certain business risks to the enterprise strategy. For example, the marketing channels of the original Changsha water pump plant, such as the establishment of offices and the reconstruction of subsidiaries, lost control of the market and went to the road of being merged by Tongda Group. In short, the domestic enterprise marketing channel construction mainly lacks the correct core concept, and can not organically combine the enterprise strategy with the development direction of the market. In the competition, the consumer psychology of the beneficiaries has changed: 1. Improve their own capital utilization rate and are more keen on manufacturers to provide JIT (justitime) services, especially joint ventures, such as Antaibao coal washing plant, which will be able to provide timely slurry pump accessories and maintenance services as the priority conditions for winning the bid in the equipment bidding stage. 2. In order to reduce various risks, Prefer to communicate directly with manufacturers, i.e. service channelization. 3. It is required to reduce equipment purchase investment and equipment operation cost. According to the relevant statistics of Shijiazhuang Qiangqiang Pump Group Co., Ltd., under the guidance of consumer demand, the enterprise's product service marketing channelization will become a highlight of marketing channel management, and guide and promote the manufacturer's marketing channel management backward. Therefore, the project team is established to carry out marketing business and start operation.

3、 Marketing channel refers to the entity or virtual organization and individual that obtains the ownership of such goods and services or helps to transfer their ownership when a product or service moves from producer to consumer. Any organization or individual that can independently transfer the ownership of products and services can become a marketing channel. According to its different characteristics, it can be classified as follows: according to the tightness of the personnel and economic subordination relationship between the manufacturer and the sales force, the marketing channel can be divided into direct distribution channel and indirect distribution channel (the relationship between the two and other marketing factors is shown in Figure 1) Compared with indirect channels, the advantages of direct channels are high controllability, fast response to market demand and low marginal cost. However, in the period of rapid development of enterprises, the speed of market development is slow and the one-time investment and construction cost is high. Generally, due to the inconsistency between the main business objectives of middlemen and manufacturers, the products operated by middlemen are unstable It will spend too much time and cost to learn complex professional product technology, which hinders the implementation of the enterprise's strategy during the period of rapid development of the enterprise and is not conducive to the reform and implementation of relevant marketing channel policies. For example, more than 95% of the middlemen authorized by Shijiazhuang Qiangqiang pump group Co., Ltd. are unable to conduct independent technical negotiations on large-scale projects and are unwilling to Invest more time and cost to participate in the technical training of enterprises, and only hope to get more product concessions. According to the communication mode of marketing channels, it can be divided into network marketing (telephone and Internet) and personnel marketing (the relationship between the two is shown in Figure 1). Compared with network marketing, personnel marketing has the advantage of "high contact" with users Communication, that is, it can not only accurately and completely transfer explicit knowledge, but also accelerate the transfer of implicit knowledge frequently, deeply and in a large number of different ways, eliminate the misunderstanding caused by complex transactions between buyers and sellers, and improve the integrity of both parties. However, network marketing can only spread explicit knowledge and is powerless to tacit knowledge; compared with personnel marketing, network marketing has a significant reduction The advantage of low marketing cost, while the cost of personnel marketing due to a large amount of market maintenance remains high. Therefore, the rational combination of these two communication methods in the channel structure is an effective way to reduce the marginal cost and improve the marginal benefit. The marketing channel structure is mainly composed of the following four factors: 1. The length of marketing channel refers to the circulation of property rights in the marketing channel How many links have been passed. The more links the product has experienced, the longer the length, and the manufacturer's profitability will be reduced. At the same time, the corresponding information is easy to be distorted. However, it is conducive to the unified foreign policy management. 2. The width of marketing channel refers to the number of types of marketing channels formed by the combination of the body and length of two categories generated by communication methods, which are not required by different target markets The same channel to meet different consumer groups; the body is mainly composed of network marketing and personnel marketing. As shown in Table 1, too wide is easy to lead to pathological conflict between channels. 3. Marketing channel density: refers to the average number of customer representatives and product sales ratio in contact with end consumers in the same marketing channel. The higher the density, the more conducive to improving customer service satisfaction , which is conducive to continuous and full communication between buyers and sellers, and vice versa. At the same time, it is easy to cause pathological conflicts within the marketing channel. 4. The degree of control of the marketing channel refers to the strength of the manufacturer's control over the members of the marketing channel; the higher the degree of control, the more conducive to the reform and management of the marketing channel, but the management burden increases. The above four relationships interact and support each other. It is reasonable The marketing channel structure can 1. Support the rapid and successful diffusion of new products to the target market. 2. Obtain excess market economic profits. 3. Help enterprises obtain competitive advantages. 4. Help create flexible channels. 5. Help enterprises correctly and smoothly implement their strategies. Types of organisms (Table 1) Network marketing personnel marketing network marketing pure network marketing takes personnel as the main and network as the auxiliary. Personnel marketing takes the main network and personnel as the auxiliary. Pure personnel marketing