Research On The Mode Of Customer Steward After Volvo Excavator

With the fast growth of China’s economy, the construction machinery industry is also growing rapidly. It is especially true with the excavator sub-industry. China has become the world’s largest excavator market since2011. Excavators contributed to more than95percent of the total profit of the construction equipment industry in the past, but things are different now. As the profits offered by the aftermarket has been growing at a rate of more than30%y-o-y, while the whole machine sales are being threatened with multiple uncertainties.As the excavator sub-industry’s aftermarket potentials are unfolded bit by bit, the market competition is getting more and more fierce. More and more rivals are looming up, and the competition pattern is also changing. The initial aftermarket operation framework featuring the efforts of satisfying the clients’ complaints and voluntary claim of maintenance as well as serving the engineers cannot meet the market demands any more. Therefore, the industry has to consider redesigning the aftermarket operation framework in order to better face up with the new competition pattern.We shall first introduce this research’s background, significance, method and content, and then summarize the relevant documentary theories concerning service, marketing and strategic management both at home and abroad.The third section will analyze the data of the global construction machinery industry, excavator sub-industry and China’s excavator aftermarket, which clarifies the changes of the marketing environment. The fourth section, based on Michael Porter’s Five Forces Model and SWOT analysis, proposes the aftermarket orientation and marketing strategy for Volvo Construction Equipment by utilizing such methods as STP and KFS. The fifth section points out that in order to realize the marketing strategy, we have to redesign the aftermarket organization framework that fits in with the excavator sub-industry at present. The last part is a summary of this introduction.This introduction has combined the theoretical analysis and marketing practice, launched studies and analysis on the aftermarket organization framework for Volvo Construction Equipment, and proposed some suggestions for the reforms. Hope that it can be of some reference for the professionals in the construction machinery industry.