Research On Service Marketing Strategy Optimization Of A Machinery Manufacturing Company

As an important standard for measuring the industrial development level of the whole country,the machinery manufacturing industry is also an important pillar industry of a country.With the continuous development of the national economy,the development and innovative technologies application as well as the advent of the marketing era,the concept of services marketing has gradually spread to the machinery manufacturing industry.The reasons above usher the machinery manufacturing industry in a resource integration and secondary development of a major opportunity,which helps the machinery manufacturing enterprises to get rid of homogeneous competition,achieve the growth of enterprise value "softening" and innovation of product characteristics,and therefore prompting the machinery manufacturing industry to the transformation of "manufacturing + service" type and "product + service".A Machinery Manufacturing Company was established in 1978,which was then as a provincial state-owned enterprise with excellent tradition and complete machinery manufacturing system.Till now,the problems of A Machinery Manufacturing Company have long been prominent,including unreasonable product structure,product homogeneity,poor service consciousness,insufficient driving force for innovation,and low marketing level etc.,which makes the Company gradually fall into the underdog in the face of increasing competition pressure.In recent years,A Machinery Manufacturing Company began to use the theory of services marketing to change the thought of enterprise operation to reverse the passive situation,and gradually transform the core competitiveness of the enterprise from the original products to the service.However,in the specific way on transformation application,A Machinery Manufacturing Company obviously needs to have clear guidance and planning.The paper takes A Machinery Manufacturing Company as the research object,deeply studies the theoretical foundation of the machinery manufacturing industry,together with7 Ps theory of services marketing as well as SWOT and Porter’s five force analysis tools,and sorts out and analyzes the marketing environment of A Machinery Manufacturing Company.Furthermore,the paper clarifies the Company’s internal advantages and disadvantages as well as external threats and opportunities.Through on-site interview,the paper enumerates the marketing predicament of A Machinery Manufacturing Company such as serious homogenization of products,lack of innovation motive force;unsystematic training of employees and the necessity to improve professional ability;imperfect marketing channel,poor flexibility,over random service process and poor customer experience.Therefore,from the perspective of services marketing,the paper formulates the marketing development thought centering on system,science and technology and talent guarantee,which provides strategy optimization for enterprise service transformation.For A Machinery Manufacturing Company,the paper synthesizes the theory,practical experience and conclusions about service marketing at home and abroad,and tries to solve the puzzles and cruxes in marketing of the Company at present,reverses the unfavorable situation of enterprise development,which urges A Machinery Manufacturing Company to keep up with the pace of marketing era,and accelerates the service transformation of the enterprise.Secondly,for the small and medium-sized machinery manufacturing enterprises like A Machinery Manufacturing Company,the paper analyzes the macro and micro environment of the whole machinery manufacturing industry,which is a re-learning and practical application analysis of services marketing theory,which provides certain application value in management practice,and tries to provide reference for other machinery manufacturing enterprises with service-oriented transformation needs.