Research On Service Marketing Strategy Of H Electric Power Equipment Company

The equipment manufacturing industry is the embodiment of a country’s comprehensive competitiveness.Under the operation of market economy,China’s equipment manufacturing industry is generally affected by external policies,especially the traditional equipment manufacturing industry is also facing the situation that the profit space is constantly compressed.At present,a large number of traditional equipment manufacturing company have concentrated their resources on the equipment service market in order to get rid of the current difficulties,and at the same time,they have also met the needs of constantly upgrading differentiated customers,and gradually formed a number of typical representative enterprises of manufacturing service.The object of this paper is H company which is a thermal power equipment manufacturing enterprise.H company has been deeply engaged in the thermal power equipment manufacturing industry for more than 30 years,and is a well-known company in the market.This year,facing the impact of the policy of "carbon peaking and carbon neutralization",the main engine products are facing the situation of shrinking year by year.In order to maintain sustainable development,the company began to invest in the service marketing field and formulated the company strategy for developing service related products.Through two years of efforts,the company has made certain achievements in service product revenue,but it also faces many problems to be solved.This paper mainly adopts the research methods of customer questionnaire to conduct research on the service marketing strategy of H company,analyzes the existing problems in the service marketing field of H company by combining the 7PS theory of service marketing,service quality gap model and other tools,and finds out the problems Customer relationship maintenance,service quality gap bridging,sales channels put forward optimization strategies.