Ji'nan Emergency Engineering Machinery Services Corporation Marketing Strategy Research

With the natural disasters and major accidents gradually attentioned by people,construction machinery in its rescue process is no longer focused on the construction,and in disaster relief play an pivotal role.Since the National Development Office[2013] 1996 "on the government to Social forces to purchase services," the State Council issued [2014] 63 " on accelerating the development of emergency industry views " and other relevant documents since the introduction of provinces and cities have set up construction machinery integrated service center and emergency engineering machinery service company.JINAN State Emergency Engineering Machinery Services Company(SEEMSC)is set up in Shandong Government organizations.Its main role is in an emergency situation for the government and relief agencies to provide heavy construction machinery leasing,maintenance and related technical support,ensure the smooth implementation of the emergency project,disaster reduction under the condition of personal and property loss.The company has taken part in the function of public service,but as a kind of equipment leasing company also has its own operating pressure.And in the provision of comprehensive services and enhance their profitability for the company needs to solve the main problem.Therefore,this paper takes JINAN SEEMSC studied as an example.According to the way of finding the problem,analyzing the problem and solving the problem.This paper analyzes the problems existing in the marketing of the company from the aspects of product,price,channel,service and so on.By the ways of questionnaire survey and interviews of relevant personnel,the problems and its causes are analyzed,the results show that the service idea is backward,lack of service evaluation standards and service scope,the enterprise internal information transmission slowly is main problems in its marketing process.In order to make up for this deficiency,this paper puts forward the corresponding improvement measures and suggestions from the aspects of service products,service personnel and service process based on the 7P theory of service marketing.First of all,in terms of products to customer demand-oriented serviceimprovement of products,improving the response speed of emergency service engineering machinery by granting workers disposal power mode,and combined with the emergency project site form the complex characteristics of the mechanism of service recovery.Secondly,in terms of personnel,improve the quality of service personnel to strengthen the construction of staff.Based on the careful study of SEEMSC.The writer insists on the principle of "breaking the routine,bold practice,theoretical support and practical demonstration",hoping that the proposed coping strategies will have some reference significance for the development of the company.