The Research On The Improvement Of After-sale Service Marketing Strategy In H Qingdao Company

With the upgrading of manufacturing industry and consumers want high-quality products,the CMM,a machine to measure the geometry size of products,is developed rapidly.At the same time,the technology innovation and the development of manufacturing industry in China,made the entry of CMM lower and lower.The competition in the CMM industry is fierce,the price of CMM is going down,the profit is declining.How to win in the market?How to achieve perfect performance for the company? The experience of the branches of H group in Europe and USA,is to develop the after-sales service.After-sales service orders take account for more than 50% of total sale income in Europe and USA.H Qingdao company has a large gap in after-sales service.Focused on the H Qingdao company after-sale service,treat this as the research object,using the STP+7P theory,analyzing the present situation of H Qingdao after-sales service,this article draws some problems: products of after-sales service can’t meet the requirements from different customers,can’t provide customers more choices;lacking of internet and mobile phone channels for customers to easily contact H Qingdao company;there are no promotion campaigns to attract customers;the physical performance should been improved;40% of service engineers are unskilled.After studying of existing research results and published articles,this article tries to find a way to solve above problems.The key is service marketing planning.Products portfolio: enhancing customers operators’ ability;reducing the customer’s running cost;improving the efficiency of the CMM;customized solutions to solve the customers’ pain;helping customers easily to deal with the market fluctuation with Asset-light solutions.Channels: developing smart service APP,and establishing learning group on Wei Chat platform,so that customers can contact H Qingdao company conveniently and get answer quickly.People: setting up service engineer training system to improve their skills.The price strategy,promotion plan,improvement of the physical performance,process optimization are all considered.H Qingdao company is taking actions to ensure the implementation of these improvement measures: carrying out the service supervision and inspection,setting up performance-hours assessment system,building knowledge-sharing system,operation and HR department participate in this service marketing planning and take their responsibility.The research on the improvement of after-sale service marketing strategy planning,is significant for H Qingdao company to improve their after-sale service performance,and as a reference for other manufacturers in the CMM industry.This paper is also as a reference for the research when improving the after-sale service performance and optimizing service marketing planning in the precise instrument industry,CNC machinery industry and even other equipment manufacturing industries.