Research On The Improvement Of SANY Service System

SANY, which is the largest construction machinery manufacturer in Chinaand ranks the fifth in the world, had already achieved outstanding performance in the construction machinery market with worldwide attention. However, like most of Chinese machinery manufacturers, the concepts in service marketing, service strategy and service management in SANY, are still remain on the traditional level which is called "Product Manufacturing".It has long been unable to form an independent market with the value of service, urgently need to launch a series of reforms from external to internal within the entire service organization in SANY.In this thesis, based on service strategy, customer experience, services marketing, service innovation, CR'6S management, CRM, BPM, mobile internet and othertheories,deeply diagnose and analyze the operation mode, operation process, operation mechanism and IT system of SANY service system, in order to find the values in customer side and enterprise side.Under the guidance of "linking theory with practice", by following the way from situation analysis, problem analysis, cause analysis, weight analysis, goal determination, principle set to solution proposing, to found the real causes which cause the problems in SANY service system.Based on these actions, propose four goalsto promote SANY Service System performance which include promote the customer experience, establish service brand, boost service innovation and optimize service cost.An then, give twelve suggestions to reach these promote goals, which include subdividing the service market based on customer demand, select the target service market through the differentiation strategy, establish the smart manager service types, establish customer process from end to end, establish the three level architecture of process, establishthe process command and dispatch center, establishservice strategy and business model, establish the planning for service strategy, checking the service strategy and update it, adding the touch point for customer communication, establish mobile internet platform, establish big data platform.Finally, give the safeguard measures.Researches on SANY Service System, in essence, area series of system thinking for service value reconstruction by standing on the stones of customer operation and industrialization development.It's not only the core foundation for SANY Service System to findthe motive force, fulfill the service innovation, add service capacity, occupy service market,but also akey step for SANY to promote the customer experience,optimize profit structure and finally arrive to theStrategy Blue Ocean. Meanwhile, these researches also have realistic guiding meanings for most of Chinese construction machinery manufacturers, they can help these manufactures to accumulate more theories and more practices on service value determination, service market positioningand service mode innovation.