Research Of Marketing Strategy Of EC Company Machinery Aftersales Service

The development of engineering machinery industry is closely related to infrastructure construction,it features cyclical fluctuations and is always affected significantly by government policies on infrastructure investment;With fierce completion among domestic and international brands,marketing consists the critical fundamental for sustainable growth of both machinery manufacturers and dealers.Meanwhile,during the period of significant fluctuation,when machine sales goes down,the machinery manufacturers and dealers will face crisis of financial pressure and unsustainable growth.EC Company,as the exclusive dealer of Caterpillar covering areas of Western China,has to make efforts in creating new growth point by focusing on aftersales market,which is a critical issue for EC Company to solve in order to maintain sustainable and healthy growth.This thesis studies on the marketing strategies and supporting measures for EC Company's machinery aftersales market.Firstly,the thesis analyzed the external environment,competition environment,internal environment,strengths,weaknesses,opportunities and threats which EC Company is faced with,in addition,the thesis analyzed the problems in EC Company's aftersales marketing;Secondly,the thesis raised marketing strategies for EC Company's aftersales service based on 4P marketing theories;Lastly,to support the marketing strategies,the thesis raised supporting measures from three aspects which are marketing organizational support,human resources support and performance assessment support.Through analysis on the historical operational data such as Customer Satisfaction Rate,Rate of Parts Sales through Service,Work in Progress Days,Service Response Time,Number of Technician,Workshop Capability,Number of Service Vehicle,Number of Service Point,Number of Branch and so on,the thesis identified the inadequacies in EC Company's aftersales service operations by data analysis,at the same time,by horizontal comparison against the competitor in same industry,the thesis identified the shortcomings in EC Company's machinery aftersales marketing.What's more,based on 4P marketing theories,the thesis raised corresponding strategies from product,price,place and promotion.As regard to product aspect,the thesis raised a strategy of Productization of Aftersales Service,which is bundling aftersales service with machine sales,bundling parts sales with aftersales service and specific aftersales service package;As for price aspect,the thesis raised a strategy of Customer-Based Pricing,which is classifying the customers,customer-based parts price discount rate and customer-based labor cost discount rate;In regard to place aspect,the thesis raised a strategy of Expanded Channel,which is establishing online sales channels,optimizing internal service points and connecting external service shops;About promotion aspect,the thesis raised a strategy of Precise Aftersales Promotion,which is monitoring customer behaviors and marketing precisely.Last but not least,the thesis raised supporting measures against the marketing strategies from three aspects such as marketing organizational support,human resources support and performance assessment support.By studying on the marketing strategies of EC Company's machinery aftersales service,the author has raised related suggestions to obtain new growth point for tackling the pressures of financial crisis and downward income caused by downward machine sales,and this can be referred to by EC Company management.Moreover,the aftersales marketing strategies raised in this thesis can be also referred to by other similar companies.