| Extended warranty marketing is a new industry in current marketing. It is originated from seven decades twentieth century from America which brought to China by America Extended warranty company. By2010, although the sales volume is still less than5hundred millions one year, but from the quantity of household appliance and the sale amount of the appliance in China, the number should be at least ten billion a year. So there maybe wide prospect in Extended warranty marketing industry. Acknowledging its module in development、selling and after sale service will do great help for newly founded Extended warranty company. It will also do great social significance in obtaining employment.This paper aims at explaining household appliance extended products developing method and the current extended products developing process and operation format based on related people interview, collecting related material, data analysis and so on. Second, this paper systematically analyzes current situations in terms of service marketing ideas, format and human resources respectively. Mainly finding improvement in marketing bonus method、recommendation method、staff training、product selection refinement, which give great effect on consumer attention on extended warranty product, improving salesman recommendation enthusiasm, finally greatly promoting sales amount.According to this paper, the related Extended warranty research staff can learn Haier Extended warranty products developing、marketing system building and improving process which give reference for further research on Extended warranty products. Hope it is also a good example for related enterprise on its Extended warranty products developing.Besides, this paper gives research and practice on exploring household appliance Extended warranty marketing channel. The author insists on if the related service can be guaranteed, it will be high developing、high income、high people employment golden industry which will do great benefit for national people. |
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