The Research On Service Marketing For Broad Air-conditioning CO,LTD.

Marketing management is a very important part in the modern management system. Service Marketing has become one of core competitive power under the background of Individual Marketing and Society Marketing. It' s a newest and urgent to design and construct a set of Service Marketing system which is scientific, apt to the Chinese environment and incentive to the enterprise' s development to the Chinese enterprises in the knowledge and globalize era. The system analysis and compare analysis method is used in the paper. After the examination and the analysis to the Marketing system of Broad Air-conditioning LTD. CO, a manufacturing enterprise of Central Air-condition, I comment that the important role of the Service Marketing in the development of the enterprise.At first, I introduce the theory of the Service Marketing which include Service Quality Management, Internal Marketing, The Value Chain of Service, they made up of the basis of the article. Then I study the present situation of Air-condition industry in china, and have an analysis of the current problem of Broad and her shift to strategy of marketing from Relation Marketing to Service Marketing. At last, I expound how Broad reduce the Gap of Service Quality by enhance management of Service Expectation, Service Standard, Service Result, Service promise, and carry out the new service idea of " Guide by Customer , Selling should be substituted by Service. ""The 5-Gap Model of Service Quality" in service industry is added to the manufacture industry in the paper. Besides, key factor of service quality is affected by Internal Marketing. I give some advice which is about how to find new profit for traditional Air-conditioning enterprise by analyzing the Value Chain.