Research On Service Marketing Strategy Of SMS Meer

Under the modern service-oriented economy, an enterprise will be weeded out by market if it still follows the old product-oriented operation model and enterprise principle. Not only is it important for the enterprises to keep innovative, they also have to transfer from the tradition product oriented business ideas to service oriented. Premium service quality will also help the corporate image, enhancing the overall competitive edge and guaranteeing of a sustainable development.The research subject of this essay, is one of the biggest Germany’s equipment manufacturer named SMS. It is to study in details the current issues SMS is facing from both corporate and customer point of view via SWOT analysis, with the following theoretical principles-service quality theory, customer satisfaction theory and marketing strategy theory. The paper pointed out that SMS had been focusing too much on the primary stage equipment project, and had omitted the latter stage spare parts providing and service. It advised that the most pressing issue to be resolved for SMS is its relatively lower service quality. Based on five service quality gap model, a marketing strategy was designed to suit the purpose. The resolution plan is designed in three stages to gradually apply the ideological transformation. The first stage is to eliminate cognitive and spread gap in short term, with build a customer-centered service management system, classify the customers and apply diversity management; The interim objectives is to resolve standard and delivery gap through customized assessment and inventory optimization; The long term goal is to solve the service gap, by improving the lever of service technology and establishing ecological factory.