Research On Service Marketing Strategy Of Traditional Manufacturing Enterprises

For a long time,as to the domestic traditional product manufacturing enterprise,the lack of core technology,research and development capacities is the greatest weakness,in recent years,the traditional manufacturing enterprises mainly engaged in labor-intensive production have been in the development dilemma for long-term.From 1990 s to the beginning of this century,the port machinery manufacturing industry has developed vigorously.In February 1992,ZPMC has gradually developed from abroad to lead the world,meanwhile,a large number of companies participated in the port crane manufacturing market competition.Since2008,the market for the port machine manufacturing industry declined rapidly.Moreover,overcapacity,industry low-price and intense disorderly competition result in a difficult situation.This thesis takes service marketing of Qingdao port machinery company as an example,QPMP has been a follower in the traditional port manufacturing market.Since 2015,QPMP obtained the favorable opportunity of increasing demand for technical renovation,maintenance and upgrading services to increase investment in port machine maintenance based on the experience of technology,process and quality management accumulated.QPMP adopts 7P service marketing strategy and implement supply-side structural reform to develop a one-stop boutique maintenance service business of port equipment and form a differentiated competitive advantage.At present,there are few articles in the field of domestic port maintenance service marketing.The author adopts the combination of empirical analysis and case analysis to collect and analyze the market data of ZPMC as the leading enterprise.The author mainly analyzes the specific practices of the case enterprise in the aspects of product,price,channel,sales promotion,personnel,physical evidence and process,and deeply analyzes the problems and improvement strategies in the service marketing.The author hopes this study could provide some reference for the port machine manufacturing enterprises to carry out the sustained service marketing.