Marketing Strategy Of Construction Machinery Enterprises Great Customer Service

With the continuous development of economic globalization, the traditionalengineering machinery enterprises in terms of its sales of big clients also face morecompetitors and market challenges. First of all, engineering machinery manufacturingproduction technology promotion make it easier to new entrants into the industry,increase the enterprise’s competition, competition has gradually become homogeneityof the product. Secondly, along with the advance of technology management,engineering machinery enterprises to adopt advanced management technology foreffective management of large customers, especially in a dominant position ofenterprises in the supply chain, using the latest technology management of largecustomers, supply chain management greatly reduced the cost of supply chain, toincrease corporate profits. In the current situation, engineering machinery enterprisesis not only to provide quality products, more big customers to provide quality services,create more value for clients, so as to improve customer loyalty, enhance theirbargaining power with large customers, this is an important engineering machineryenterprise marketing strategy.Since the1960s, as an important branch of marketing service marketing of rapiddevelopment. Engineering machinery enterprise through for large customers toprovide satisfactory customer service, and combining with the characteristics ofengineering machinery enterprise’s own development, for, choose the servicemarketing theory is applied to the enterprise marketing strategy, will help enterprisesto form effective customer service marketing system, to a greater degree of improveprofitability and competitiveness of the enterprise.Based on the theory of service marketing and big customer management theory asthe foundation, great customer service to engineering machinery enterprise marketingmacro environment and micro environment are analyzed in detail, combined with thelarge engineering machinery enterprises customer service marketing present situationand the existing problems, and before the people, on the basis of the theory andpractice is put forward based on the theory of service marketing of large engineeringmachinery enterprise customer service marketing strategy countermeasures andSuggestions. Hope that through the study for the engineering machinery industry bigcustomer marketing management provides some opinion.