Research On Service Marketing Strategy Of The H Company Based On The Satisfaction Of Customer

In the 1920 s,developed countries in Europe and the United States realized that professional high-altitude working equipment was needed to ensure the safety of high-altitude working,so high-altitude working platform started its development process.After a century of development,the market for high-altitude flatbed vehicles in developed countries has become very mature.And domestic aerial work flat wagon market from the last ten years to the path of rapid development,in recent years maintained the growth rate of more than 20% a year,in the construction machinery industry become a rising star,some foreign brand manufacturers have early in the development of China's market prospect target,have set up factories in China.Therefore,many construction machinery enterprises also began to invest a lot of money in this industry to build their own high-altitude platform operation vehicle products,so as to seize this market with significantly higher profits than other traditional construction machinery products.After nearly ten years of development,the domestic aerial work platform vehicle market is gradually improving and maturing,more and more manufacturers are competing to enter this field,and the market potential is being tapped step by step.The fierce market competition directly leads to a sharp decline in the industry's profit margin compared with the previous period.The product technology is getting more and more advanced,and the product differentiation is getting smaller and smaller.Therefore,the competition among brands has changed from the initial price competition and quality competition to the service competition.How H company seize the opportunity in the increasingly difficult market competition,how to establish its own brand in this market,and how to obtain the market share have become the most urgent task for the company to solve.In this paper,H company is taken as the research object.According to relevant literature and materials,combining with the current situation of the aerial work platform car industry and H company's current marketing situation,the existing problems in the marketing process are found through the customer satisfaction survey,and the causes of the problems are analyzed.At the same time,it designs a new service marketing strategy for H company by using the 7Ps theory of service marketing,and hopes to improve the core competitiveness of the enterprise through the implementation of the strategy and achieve the strategic objectives of the operation.