Research On Service Marketing Of J Company High Precision Measurement Equipment

Comparing with the Industry Economy Age, manufacturing industry has changed more rapidly in the Knowledge Economy Era. With the arrival of information times, technology popularization makes competitions in all sectors of the manufacturing industry step from the blue ocean into the red sea. It is not possible anymore to win market competition via technology, quality and price by scale production. The servitization tendency of manufacturing industry is becoming more and more obvious. J Company is specialized in designing, producing and selling high precision measurement equipment. Although it used to occupy a leading position of high-end market of the industry, now not be able to keep independence of this trend.The research object of this paper, J Company is facing a strong challenge and oppression from competitors, its business development in China has encountered difficulties. How to response to changes of market environment, re-shaping competitiveness, survive and achieving sustainable development is the problems that J Company need to solve. This paper analyzed the J company’s internal and external marketing environment and competitive situation such as industry environment, competitive environment, its own advantages and disadvantages, threats and opportunities. Based on survey, researched the main problems and through service quality 5GAP model analyzed the causes. Then this paper used service marketing theory, especially from the aspects of internal marketing, relationship marketing and marketing mix strategy, gave out service marketing improvement strategies to J Company.Through this study, hoping to provide a reference for J Company and other companies which are or will implement service marketing strategies.