Study On Service Marketing Strategy Of WIKA Instrument Company

With the development of economic construction and the progress of science and technology,appeared in the automation instrument industry products "homogeneity" phenomenon,shortens the high-end enterprises and small and medium-sized enterprises of the technology gap.For WK automation instrument co.,LTD.,this phenomenon is actually to enterprise’s core competitiveness,enterprises want to keep advantage in the market,in addition to technology innovation,must also be in the service marketing to carry out a series of work,for the enterprise to keep key customers,to ensure the stability of the enterprise.Starting from the development and service marketing status of WK Automation Instrument Company,this paper makes a thorough study on the service marketing strategies of WK Automation Instrument Company by using literature analysis,case study and field investigation.Starting from the present situation of the company’s operation,this paper probes into the internal and external environment in which the company is now,and studies the further development strategy of the company as well as the specific implementation and management of enterprise positioning and customer management.After research,I found that the development prospects of the automation instrument industry in which the micro-card Automation Instrument Company is located are very good,but due to the continuous improvement of China’s economic level,as well as the continuous adjustment of national industrial institutions,the micro-card Automation Instrument Company is facing increasingly fierce competition.WK Automation Instrument Company is in the high-end level in the industry,with high-tech product technology and complete marketing network,in the past development has made brilliant achievements.However,with the appearance of "homogeneity" phenomenon in the market,the advantages of the micro-card Automation Instrument Company in product technology level and quality are shrinking.In order to gain an advantage in the competition,the WK Automation Instrument Company should not only innovate unceasingly,forge ahead,improve the level of products,but also start from the service,take the customer as the center,serve the customers differently,and implement the service marketing strategy for key customers.In this paper,the value chain theory,customer relationship management and other management knowledge related to service marketing are used to analyze the qualifications,management ability,product research and development ability and production conditions of WK Automation Instrument Company.Combined with a variety of analysis methods,the application of WK Automation Instrument Company is summarized and discussed.Service marketing strategy.Under the trend of "customer-centered" market development,this paper further proposes to differentiate customers from sales,profit share and other aspects,and to provide differentiated services to customers,which can better bring better customers for the enterprise and ensure the long-term and stable development of WK Automation Instrument Company.Through this research service marketing strategy research,we have achieved the following results:(1)Through the analysis of the development status of the automation instrument industry in which WK Automation Instrument Company is located,it is found that the phenomenon of "homogeneity" of the market products is becoming more and more prominent,WK Automation Instrument Company occupies a leading position in the industry core technology and high-tech products,is being constantly overtaken.In the service-centered market trend,WK Automation Instrument Company is not only enterprising,to maintain its core competitiveness,but also to adopt appropriate service marketing strategy to maintain the long-term development of the enterprise.(2)In view of the development of VICA Automation Instrument Company,the enterprise has been in the middle and high-end of the industry supply chain for a long time.Facing the high-end customers,it should not adopt consistent indifferent service,but should define the key customers of the enterprise and concentrate the service resources of the enterprise according to the different data of their sales proportion.Properly adjust the organizational structure of the enterprise to provide better service to key customers so as to ensure that the enterprise can get more important orders from key customers.