Reserch On Spare Parts Strategy Of H Company

Transportation is a basic,leading and strategic industry,and is an important support and strong guarantee for economic and social development.As an important way of social,economic and trade exchanges,the transportation industry has become an indispensable part of China's economy.With the acceleration of urbanization,most cities in China are facing the problem of traffic congestion,and the development of rail transit has become the choice of many cities to solve traffic problems in the state of road supply saturation.The vigorous development of transportation industry provides a huge market demand and post-consumer market to the transportation supporting equipment enterprises.Then,as a rail transit transportation supporting equipment enterprises,how to achieve the target market and occupy the dominant share,how to share the cheese from repaid development of rail transit industry? This is a question many enterprisers are thinking about.Firstly,this paper uses PEST model to analyze the external macro environment in which H company is located,and uses the Porter five-force model analyzes the industry environment and competitors of H company.Secondly,it applied the 4C theoretical framework to study customer demand from the perspective of customers.Finally,combined with the company's spare parts marketing status,found that the company's current spare parts sales have four major shortcomings: weak customer relations,relatively weak service,sales price is too high and short of product portfolio.This paper further studies the potential relationship between customer satisfaction,market operation projects and spare parts sales by quantitative analysis.With the help of the mature industrial product marketing theory of predecessors,four spare parts marketing strategies are constructed for H company.They are product portfolio strategy,value strategy,customer relation strategy and service strategy.And through four aspects: human resources,capital management,technological innovation and brand building to ensure the effective implementation of 4 marketing strategies.The results of this paper have a direct guiding effect on the spare parts marketing of H company,and also have some reference value to other similar enterprises.