Research On Chinese Household Appliance Enterprises' Strategies Based On Services Marketing Perspectives

In the recent years, the household appliances market and cosmetics market in china are praised as the two most mature industries in the market promotion. The service marketing is recently more and more concerned by the marketing figures Comparing with the traditional marketing thought, the present service marketing is a kind of idea. Although the marketing promotion of household appliances industry has been more and more mature, it also has some shortages and sides urgent need to be improved when the service marketing is carried out or in the side of service marketing strategies.In the personal understanding, this paper firstly illustrates the background of service marketing in China, and under this backgrounds, it analyzes deeply its feasibility and necessity. It mainly uses the Maslow's Hierarchy of Need Theory to explain the appeal during the customer's purchase and applies the appeal point which is corresponding with the service marketing to expound the customer's basic need met by service marketing. Furthermore, through the analysis of the customer demise worth theories, it directs the significance of service marketing established in the household appliances enterprises. That is, the service marketing is related directly with the customer's purchase strategic decision (whether deciding to do the first purchase). And through the discussion of satisfaction theory, it explains why the customers will do the second purchase, repeat purchase and introduction to others, and the relations of these factors with the service marketing. Finally, it discusses the service marketing is the important method for avoiding the price war among enterprises, analyzing fatherly the significance of service marketing in the promotion of household appliances industry from the respect of the actual combat.After discussing the feasibility and necessity of service marketing, the author illustrates the abuse and insufficiency in the service marketing of household appliances enterprises in China from four expects, the understanding the idea of service marketing, the assimilation of service supplied by service marketing, the weak brand awareness of enterprises service and the low-class quality of service personal.In connection with the abuse and insufficiency, the author takes the Galanz Household Appliances Limited Liability Company of Guangdong Province as the object of study, doing the empirical analysis of the combined strategy of service marketing of Chinese household appliances enterprise, mainly analyzing how the Chinese household appliances enterprises promote the service marketing, including the management of wholesalers and dealers.Finally, aiming at the main train of thought and point, the author makes a simple conclusion and proposes the conclusive point. Because of the author's limited level, the content maybe have biased place. However, using the real enterprises as the examples to discuss the specific operation of service marketing, requiring to go into the enterprise to investigate, which has more difficulties. In the author's opinion, this paper may have the practice and direction significance. If there is any insufficiency, give an understanding, please.