Construction Machinery Operating Lease Business Marketing Marketing Research

The lease business on engineering machines in our country began its development in the 1990s and it is a representative in China's lease business. The lease business could be divided as two types of financing lease and management lease and right now the management lease holds a dominant position. But the analysis on the engineering machines lease emphasized particularly on some fields of laws, tax and keeping risk away on the financing lease. There are not so many analysis regarded to the management lease development, for example, how to maintain an enterprise's long term competitive advantages and core competitive strength? And how to work out an enterprise's marketing strategies? At present many engineering machines lease enterprises' marketing work is the traditional 4 P combination marketing. The homogeneity atmosphere in the lease services is serious, so the marketing is short of active strength and competitive predominance.The engineering machines lease is a branch of the modern services, so the marketing work should be carried out in accordance with the theory and characters of the service marketing. The service marketing should be expanded from 4 P to 7 P, that is to say the three essentials of people, process and physical evidence shall be increased into this system. The aim of the service marketing management is to reduce the gap of the service quality with the whole ways.This paper provides 7 approaches to strengthen the enterprise service marketing management and lifting up service marketing strength, mainly through my documentary study, social investigation and practical example analysis, and combined with the practical studies, aiming to lifting up the enterprise's core competitive strength, lifting up customers' satisfaction and adherence degree to the enterprise and making the enterprise gaining and maintaining its long term competitive advantages in severity market competition.