Research On The Pattern Of Environmental Protection Equipment Manufacturing Companies’ Service Marketing Based On Manufacturing Servicisation

With the vigorous development of tertiary industry and the convergence of manufacturingtechnique and products’ function in manufacturing industry，service enjoys an increasingproportion in the output value and profits of manufacturing industry.Nowadays, worldwidemanufacturing enterprises gradually transform their traditional product-centric manufacturingand marketing model into a service-centric service marketing model in order to gainlong-term differences in competitive advantage. With the adjustment of the global industrystructure, environmental industry is increasing in recent consecutive ten years. As thebackbone and new force of Chinese environmental production industry and also with thegreat support of the state, environmental production equipment manufacturing enterpriseshave mushroomed in the domestic. With good prospect but increasingly intensivecompetition, it is necessary for enterprises to conform to the trend of service-orientedmanufacturing industry and implement service-oriented strategies to stand long in thisindustry.Based on the practical background and drawing on related domestic and foreignservice-oriented manufacturing, services marketing, and manufacturing services theories, theproblems in the development of China’s environmental protection equipment manufacturingindustry and the status quo of service marketing, also with the aim of customer satisfactionand loyalty, this paper concludes two kinds of factors: power factors and protection factorswhich influence the service marketing in environmental protection equipment manufacturingindustry. On the basis of these two factors, this paper conceives a service marketing model inenvironmental protection equipment manufacturing industry. Meanwhile, a case study of therepresentative Northwest air pollution controlling equipment manufacturing company-XKEis closely followed. Based on the previously mentioned service marketing model, this paperconducts a detailed design for the company’s service marketing program. This paper hasfinished the following tasks: First, combining with the features of environmental protection equipment manufacturingindustry and based on customers’ satisfaction and loyalty, this paper adopts factor analyzingmethod to verify the factors affecting service marketing of environmental protectionequipment manufacturing industry and put forward two kinds of factors: power factors andprotection factors. Power factors include customer requirements, marketing competition andstrategy orientation. Protection factors include capital capacity, enterprise management ability,network ability, information technology lever and quality of service staff.Second, after the verification of the factors, a service marketing model of environmentalprotection equipment manufacturing industry is designed. It mainly includes: enterprisestrategy lever, customer requirement lever, marketing competition lever and support&security system. Support&security system mainly includes five aspects: capital security,enterprise management, serving network and information bracing&serving persons.Third, detailed design of XKE’s service marketing program. On the basis of this paper’sservice marketing model in environmental protection equipment manufacturing industry andcombining with the company’s own conditions, this paper is devoted to a detailed servicemarketing program in order to improve customers’ loyalty and business performance.