A Study On After-sale Service Marketing Tactics Of Central Air-conditioning Corporation

The background of this paper is the afer sale market of central air conditioning. The target is the study on strategy of afer sale service marketing of central air conditioning corpration.Combining with the fact of afer sales service market,this paper analyzes the status quo and development trend of the afer sale service market with the theories of marketing service and marketing.After sale service is thought as not only a marketing method of product but also a new developing engine of the central air conditioning corpration and a important profit resource because of the large ammount of the central air conditioning equipments existed in the market and high profit.But many corprations are lack of strategic view to the after sale market and concentrated in the short-term efficiency and after sale prifit.As a conclusion,this paper put forward three developing strategies of the after sale marketing service: the enlargement strategy; market segmentation strategy and inner regulation strategy.The reserch of the after sale marketing service strategy of York corpration is looked as a present model to certify the utility of the above mentioned conclution. This paper pointed out that rivalry among existing firms of the five forces is the strongest threat to the central air conditioning corpration in the after sale market. The potential entrants, bargaining power of the suppliers and buyers, substitutes have less influence compare to the competitors. The backgroung of this paper is the very important profit resource to the central air conditioning corpration. Therefore, the conclusion of this paper is very meaningful not only to how to develop the after sale service market but also to the development of the corpration itself.