Case Study On CE Equipment Manufacturing Company Overseas Service Marketing

The equipment manufacturing industry is the top priority in building a powerful manufacturing country. Tunnel boring machine, hereinafter referred as TBM, a professional tunnel construction equipment, is an intelligentized technology-intensive equipment. There are only a few companies which are capable of designing and manufacturing TBM in the world. The international TBM market competition is fierce. CE equipment manufacturing company is a domestic enterprise, which specializes in TBM R & D and manufacturing. In the process of the international TBM marketing, CE equipment manufacturing company encountered many issues,such as lack of international market track records and product brand and the inapplicability of the traditional consumer goods marketing theory. In accordance with customer’s demand, CE equipment manufacturing company makes a series of exploration in the respect of taking the core product as the carrier to provide customers with a package of solutions and value-added services to implement service marketing. The paper, as a case study, analyzes and researches the exploration and practices of CE equipment manufacturing company overseas service marketing to sum up the successful experience in the terms of marketing strategy and service measures, and summarizes the problems in the aspects of service awareness, service personnel competence, service brand and service standardization and then provides counter-measures accordingly. It has the important practical significance to improve the CE equipment manufacturing company to expand overseas marketing.The paper, taking the Singapore market as the breakthrough point for overseas marketing, introduces the CE equipment manufacturing company how to obtain the orders via the measures of analyzing the organizational purchasing behavior and mastering the purchasing decision steps, providing a package solution and carrying out technical communication to attract the potential customers’ attention in the pre-sale phase. During the sale and after-sale phase, the Company provides value-added services such as inviting customers to participate in the product design and manufacturing processes, training, technical support and spare parts support,focusing on service recovery to enhance customer experience and customersatisfaction to strengthen customer loyalty.This paper summarizes the successful overseas service marketing experiences of CE equipment manufacturing company in the respect of overseas market selection and positioning and affecting customer purchasing behavior. At the aspect of service measures, the article also summarizes the achievements of strengthening service tangibility, improving service skills, promoting service localization and focusing on service marketing internalization. Meanwhile, the paper finds out the problems of CE equipment manufacturing company in service consciousness, service personnel competence, service brand and service standardization and puts forward the targeted improvement measures on how to create service brand, build service personnel team,establish customer satisfaction evaluation system, strengthen service concept and build a standardized service.Through the above research, CE equipment manufacturing company sets up the core competitiveness and increases the right to speak and the international competitiveness by shifting from the focus on product manufacturing to the customer needs, from simply to provide customers with products to the customized services with the tangible products as the carrier to practice differentiated services to meet customer needs.