Services Marketing Strategic Of BK Engineering Company

Engineering service industry competition is becoming increasingly fierce. The paper aims the study for the foreign-owned enterprises BK (China) Engineering & Construction Co., Ltd (BK Engineering Company for short) which provide with design, procurement, construction management, commissioning supervision and other functions. Combined with the current situation and the current market conditions, discusses how to improve the competitive price in order to gain a competitive advantage.First briefly reviews the research status of service marketing at home and abroad, describes the development and application of related theories of service marketing and service marketing strategy, combined with 4Ps,4Cs marketing mix model and 7Ps service marketing mix model to analyze the necessity and importance of engineering company implement services marketing strategy.Second, use PEST analysis method to analyze the macro environment of BK engineering company through political and legal environment, economic environment, social cultural environment and technical environment. At the same time, use the Michael Porter's five forces model analysis of the industry environment of the Company. Then use the SWOT analysis method to analyze the advantage and opportunities, weaknesses and threats during the development of BK engineering company, and all-round analysis and summary with the strategic combination.Then combined with the competitive situation of domestic and international engineering market and the current industry, analyzes the current service marketing status of BK engineering company and the problems such as the lack of modem marketing concept, marketing system confusion, and restricted the scope of service marketing by simple service marketing method, and analyzed the cause of the problems. Then determine the overall scheme of BK engineering company to implement the engineering service marketing strategy based on the analysis of the previous chapters. From the brand and channel strategy, price and promotion strategy, communication and improve customer satisfaction strategy and non price competition strategy for the BK engineering company service marketing strategy implementation and security are described in detail.And finally a brief practical effect introduction for BK Engineering company implemented service marketing strategy; put forward some personal views, and a final study and summary.This study not only for BK Engineering Company, but also for the same industry also has certain significance; the company should adjust the marketing strategy and services according to the actual situation. Therefore, this paper is intended to serve as a catalyst to promote the comprehensive and in-depth study of BK Engineering Company in the same industry or similar industries of marketing.