Research Of After-sales Service Marketing Strategy Of S Company

It has been long time Chinese domestic medium tier engineering machinery manufacturers ignored profitability of after-sales service business.During the economic adjustment cycle,with machine sales profit declining,after-sales service system was impacted which results to weak brand competitiveness.After-sales service is becoming a critical contributor to brand competitiveness.The purpose of this thesis is to present proposals of adjusting after-sales service marketing strategy to improve engineering machinery manufacturers after-sales service profitability and change after-sales service business into a long-term and stable profit contributor so that manufacturer can maintain market competitiveness.This thesis researches S company's aftersales service business in three areas of industry competition environment and characteristics,S company existing marketing strategy analysis and problem diagnosis,and proposals according to the challenges and opportunities of improvement identified.This thesis researches S company's after-sales service business and give proposals to set up profitable service marketing strategy includes:(1)focus on life-time customer experience and expand service offering to obtain Customer Lifetime Value,(2)facilitate customers migrate to higher layers via service offering design to improve service profitability,(3)improve service profitability via differential service such as customized Customer Support Agreement,(4)improve service brand advocating and service product promotion including local service advocation on WeChat social medial,(5)eCommerce of parts and repair business to improve customer experience.