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Poor service on channel management Exploration Machinery Co., Ltd.

Author: SongLiNian
Tutor: YangFengZuo
School: East China University of Science and Technology
Course: Business Administration
Keywords: Construction Machinery Channel Management Service
CLC: F426.4
Type: Master's thesis
Year: 2011
Downloads: 93
Quote: 0
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Abstract


Thirty years of reform and opening up, China's social economy has developed rapidly, China's construction machinery market also will get development, especially in the construction industry, road transport sector as well as the rapid development of the mining industry is the development of China's construction machinery with to a huge market and space. As China has become the world's largest construction machinery market, many international construction machinery company started sprouting up joint ventures or wholly-owned Chinese build factories, and because of the huge market demand spawned numerous local construction machinery enterprises, so that China's construction machinery market competition intensifying. According to the theory --- 4P marketing product, promotion, price and channel is to determine the competitiveness of the four aspects. With China's construction machinery market competition intensified, especially in various brand manufacturers constantly homogeneity in the product, promotion growing diversity and enterprises have to face a price war trend, 4P marketing channel management theory more increasingly being taken seriously, the importance of building channels increasingly apparent. Marketing channel is to promote the products or services are used or consumed successfully set of interdependent organizations. Traditional marketing channels to promote the construction paid more attention to product sales channels, rarely mentioned after-sales services, especially the construction of channels. Moreover, since the relative complexity of construction machinery products, customer purchase a high degree of participation, customers in the selection of a construction machinery products, especially for the first time choose a particular brand, its degree of concern for increasing service levels high. Thus, in the construction machinery product quality is not a big difference in the case, service improvements not only can effectively improve customer satisfaction and loyalty, but will also affect the sales of construction machinery products, thereby stimulating the development of the product sales market . Using agents responsible service agents using factory direct service channels and channels of customer service satisfaction ultimately affects how? Agents and direct after-sales service What are the advantages and disadvantages? How under different service channels channel management be improved? long-term after-sales business development channel management strategy how? above the S \u0026 P Machinery Co. thesis as the research object, using the form of case studies, through the construction machinery market situation and the main competitor service channels analysis to understand the business case of the merits of the existing service channels, and existing service channel conflict propose solutions to optimize existing service channel management and to explore further improvement is more suitable for Chinese construction machinery sales service channel approach.

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CLC: > Economic > Industrial economy > China Industrial Economy > Industrial sector economy
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