Research Of The Strategy Of Improving Service Marketing Ability For Manufacturing Enterprise

Under the background of global innovation, the gap of product innovation ability between manufacturing enterprises is shrinking, the phenomenon of product homogeneity is more and more obvious, and the industry competition is more and more fierce. It is truly enough in today’s new normal economic. In order to enhance the product competitiveness, many manufacturing enterprises put their focus from marketing to service, which is aimed at adding valued service to marketing activities and let customers being loyal. Therefore, how to improve the ability of manufacturing enterprise services marketing has become an urgent problem to be solved in the process of its development. Based on this, this paper mainly studies the strategy to enhance manufacturing enterprise services marketing capability. This research will be based on the marketing situation of manufacturing enterprise in China, reviewing the theory system of services marketing, strategies to enhance the manufacturing enterprises’ services marketing capacity, as well as the safeguard mechanism. The main work and innovation points are including:(1) According to the differentiation theory and relationship marketing theory, and the connotation, form and feature of enterprise service marketing and so on, the paper analyzed the main factors that affect manufacturing enterprise’s service marketing ability improvement. These factors include: marketing culture, brand value, marketing profits, enterprise’s awareness of the market, innovation abilities, etc.; commitment to customers, customer’s satisfaction, customer’s sense of price fairness; macro environment factors(including natural environment, cultural environment, economic environment, political-legal environment), the pressure from competitors(the competitors’ development strategies, profitability, institutions and marketing strategy, etc.), the customer’s attitude, etc. These make great difference for the next step.(2) Putting forward the principles of manufacturing enterprise service marketing ability improvement,(faith principle, rapid response principle, cost reduction principle, information construction principle, diversification principle), service marketing ability promotion process(from the market segmentation, market positioning and service strategies three aspects, clearing strategic goals of enterprise services marketing; on the basis of strategic objectives, building organizational guarantee; integrating various advantage resources to promote enterprise service marketing ability), service marketing ability promotion method(depth distribution services, integration marketing services and cultural service marketing), and putting forward the manufacturing enterprise service marketing promotion of organization guarantee and resource integration strategies. The main point is to set up the concept of "overall marketing service", establishing high-quality service marketing team, and a marketing-center operating mechanism. Specific process of resources integration is fully analyzing the characteristic of the enterprise itself. Then pay attention to the integration of internal resources in the service marketing, determining the target of external resources integration.(3) With the case of the W company service marketing ability improvement process, the statuses, methods, processes, guarantee mechanism and effect of enterprise service marketing ability improvement process are analyzed. And, the obtaining effect of enterprise marketing service ability improvement process is concluded. In addition, the SWOT method is utilized to analyze the advantage, disadvantage, chance and thread of enterprise marketing service ability improvement process, obtaining the problems of talents cultivation, information construction and service styles in the W company service marketing ability improvement process. At the last, in order to solve the problem of W company service marketing ability improvement process, some advices are proposed from aspects of talents cultivation, information construction and service styles innovation.