Study On M Group’s Service Marketing Strategy Based On Customer Satisfaction

With the development of China economy, the manufacturing is now facing more andmore competition. As the global top woodworking machinery manufacturer, M grouporigins from Germany, and has entered into the Chinese market for nearly20years. Whileboosting its product oriented strategy, it contributes greatly to the development of Chinawoodworking industry. However, with the rapid development of woodworking machineryindustry and the demand changes from customers, brand impact and products’ advantagesof M group are declining. How to succeed in the market competition becomes the mostimportant topic for M group to keep continuous development. It is quite necessary forMarketing, to make market research and promote timely market strategies.By the methods of Literature Research, Comparative Study, Field Investigation andCase Study, this paper makes comparison of the Traditional Marketing and ServiceMarketing, and analyzes the customer satisfaction theory and evaluation method. With themethod of SWOT, the paper studies M group’s internal and external competition situations,concludes the main issues and designs the Service Marketing Strategy based on customersatisfaction which is the feasible channel to improve the competitive advantage of Mgroup.According to the actual situation of M group, this paper designs the Service marketingStrategy on7PS for M group, builds the new marketing organization frame, customersatisfaction evaluation and customer complain management systems. At last by analyzingthe case study, this paper forecasts the actual outcome of implementing the ServiceMarketing strategies based on customer satisfaction.As an applied monographic study, the purpose of this paper is to raise the competitioncapability of M group through the Service Marketing Strategy based on customersatisfaction theory. As the typifier of the woodworking machinery field, study on its ServiceMarketing Strategy based on customer satisfaction will be beneficial to the wholewoodworking machinery industry to raise the competition capabilities.