The Research On Construction Of Systemin Service Marketing Of SANY

Sany Corporation is the world’s largest concrete machinery manufacturer,products include construction machinery, road machinery, cranes and other25categories over120varieties, become the first private enterprises in Hunan provincesince the founding of new sales of billions in2007. With the domestic engineeringmachinery supply demand relations change, product increasingly coessential change,competition is intense with each passing day, Sany want do better than othercompetitors in quality、technology&price, will become more and more difficult.Service marketing has also become the manufacturers compete for customers as oneof main strategy. But from the service satisfaction survey, the service marketingsystem of Sany is not perfect, existence a lot of problems and vulnerability, so thecustomer satisfaction of Sany decreased year by year.This article analyzed the situation and the problems of Sany, also analyzed theservice marketing management, thus put forward the need to construct Sany servicemarketing system. This paper focuses on the construction of measurement indexsystem of customer satisfaction, customer relationship marketing system, servicerecovery system, parts supply system such as the organic component of the four, tobuild a scientific modern, competitive service marketing system. In order to guaranteethe service marketing system’s normal operation and development, this paper buildfour respects such as organization, system, culture and service marketing supportsystem. Through the four dimensions of binding together, constituted Sany servicemarketing executive security system, to support system operation.Through constructing the Sany service marketing system, solve the problem ofcustomer satisfaction declining. Through building customer interaction platform,understand customer ’s real idea, find the potential customer demand. By testing andanalysing the index test, made clear the company’s future business strategy andobjectives. This system is advantageous to hold the edge in future competitive marketadvantage for Sany, to maintain the leading position of engineering machinery, haveimportant strategic sense.