Research On The Marketing Strategy Of Laptop After-sales Service Of L Company

With the progress of science and technology and the maturity of the information age,computers have played an important role in people's work and life.However,global PC shipments have been shrinking for seven consecutive years since 2011,and although they have rebounded in 2019,the future market situation is still unclear.What's more,with the maturity of technology,the technical barriers in the PC industry are getting lower and lower,and the price of e-commerce platform is becoming more and more transparent,so the profit of hardware sales is getting thinner and thinner.What is urgent now is how the PC manufacturers can increase the profit.Undoubtedly,the service has become the main attack direction.This article takes L company as the research object,on the basis of consulting a large number of theoretical literatures,first explains the background of L company's notebook after-sales service marketing,secondly analyzes the marketing status of L company's after-sales service based on 7Ps marketing theory,and then based on The design questionnaire was analyzed on the company's notebook after-sales service,and the service quality gap model was used to analyze the company's marketing status and the five gaps in after-sales service were bridged.Thus,it is pointed out that there are seven problems in the after-sales service marketing of notebook of L Company,including :(1)serious product homogenization;(2)serious internal competition;(3)single promotion method;(4)the product is priced too high;(5)loose personnel management and serious brain drain;(6)lack of visible display;(7)the service process is complex and the connection is not smooth.Then through porter five models of L Company after-sales service business,analyzing the competitive environment using the STP theory to market segmentation,target market selection and market positioning,confirmed L after-sales service products of the company targeted on the young consumer groups,game,business office people and the elderly groups of different marketing strategy.Finally,on the basis of the 7Ps marketing theory,it proposes the after-sales service marketing strategy of L Company's notebook,which mainly includes :(1)product strategy,setting up product sales scenarios,developing new products,increasing the diversity of service products and strengthening brand building;(2)channel strategy,design differentiated channel products and strengthen management and operation of distribution channels;(3)promotion strategy is optimized from four aspects: advertising,public relations,personnel promotion and business promotion;(4)price strategy,implementing psychological pricing,differential pricing and product portfolio pricing strategies;(5)personnel strategy,from strengthening personnel management strategy,internal marketing strategy,and attract,educate and reward customers to carry out optimization;(6)tangible display strategy,mainly to optimize the tangible display of non-physical products;(7)process strategy,which is mainly optimized in three aspects: formulating standard service process,strengthening pre-sales demand survey and adjusting service organizational structure.As a leading enterprise in the PC industry,L Company is faced with the common problems faced by many PC manufacturers,which is representative.This paper has practical guiding significance for the improvement of after-sales service marketing of L Company,and has certain reference significance for other PC manufacturers to break the marketing dilemma,improve the service level,and establish a good customer relationship.There are 19 figures,19 tables and 43 references.