Research On The Overseas Product Service Strategy Of Yantai Moon Co.Ltd

The global services increasingly take a higher proportion nowadays. Overseas sale service has become a basic survived requirement for many of those state-owned enterprises which need to face various customers from different countries and areas. From experiences of market competition and business management, people gradually aware that good service not only can improve reputation and customer loyalty but also bring more profits for companies. In this sense, winning customer recognition and praise from service play a significant role to gain competitive advantages.This thesis is discussed in the context of Yantai Moon overseas refrigeration product service. With the progress of the technology, production disposition globalization and similarity of customer requirements, homogenization in subdivisions of refrigeration field become more and more serious. Although there are numerous equipment suppliers, none of them possess absolute advantage due to their similar functions. Deciding the final competition of production might be the differentiation advantage of service. What customers expect is not only confined to the quality of products but to the choice of the whole engineering proposal, system design, purchasing logistics, installation debugging, spare part supplying and after-sale service that an overall quality requirement. Customer demand for service and product has shifted from standardized massive production to personality service.Comparative research,case study and literature study are used to make an in-depth research. According to the relative theory of service marketing and personal international sales experience, and analysis of the current situation of refrigeration service marketing, this thesis aims to puts forward relative methods and option and sets out tactics for overseas refrigeration service marketing.First of all, that related theories of service marketing analyzed will further help to certificated that the key point of this refrigeration company is its overseas service marketing. As leading refrigeration company in China, Yantai Moon, and its overseas service marketing strategy plays a significant role in company’s further development. Through the analysis of recent service status and relative problems, its corresponding measures and competitive analysis, this essay decides and establishes appropriate solution for refrigeration services marketing which will promotes this company to gain more advantages in international competition and its market competition.