Study On The Marketing Strategy Of Company C’s After-Market Business Services In China

The construction machinery industry is one of the important pillar industries in China.As the industry gradually enters the stock market,the development of after-market business will play an important role in enterprises’ healthy and sustainable development.Affected by the current epidemic,the industry’s cyclical downturn,digital intelligence,electrification,and other development trends,the development of the after-market will also have many new changes.Enterprises need to quickly adjust their strategic positioning according to the market situation to meet the needs of service sales growth in the new situation.Comprehensive understanding and positioning of customers,improve and enhance the existing business processes,improve the quality of their own and dealers’ personnel,present the existing services to customers in a more tangible way,improve their satisfaction and brand loyalty,and help enterprises establish a good reputation and credibility.This paper will take the marketing strategy of after-market parts and repair services of Company C as the research object.Based on the 7Ps theory,PEST,STP,and five forces model,this paper will analyze the customer persona,product differentiation,service responsiveness,and the use of digitalization to empower front-line employees based on the actual situation of Company C through the review of literature research,questionnaire survey method,and case study method.The results of the study show that:customer persona will help companies to conduct accurate marketing and reduce costs and increase efficiency;enhancing product differentiation will meet the needs of different customers and retain customers who may be lost;improving service responsiveness will increase customer satisfaction and loyalty;using digital technology to empower front-line employees will help employees to serve customers more efficiently and professionally.Finally,based on the results of the above analysis,targeted marketing management suggestions are made to address the shortcomings of the existing marketing strategy.It will help Company C to grow its after-market business and enhance its brand competitiveness.