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Recent years, with the vigorous development of the domestic construction engineering and construction machinery market changes, China's construction machinery spurt of development, the emergence of a number of fast-growing engineering machinery and equipment rental domestic enterprises, foreign large leasing companies accelerate access to the Chinese market, China's construction machinery and equipment rental market has great potential for development. However, the majority of China's engineering machinery and equipment rental company for small businesses, its equipment level, the management level, the level of service compared to the gap with foreign countries, and no industry guidelines and rules of the market, enterprises widespread strong product concept , heavy, light service. Therefore, how to learn from the advanced management experience of foreign leasing companies, combined with the specific circumstances of the leasing companies, to seek reasonable rental service mode, improve service levels, enhance the core competitiveness of the leasing company, is worthy of our study. In this paper, some problems prevalent in China's construction machinery and equipment leasing companies as well as its existing marketing model analysis, combined with the characteristics of the development of China's construction machinery equipment leasing industry, the new marketing strategy, service marketing strategy support The construction of the system put forward valuable suggestions. Through the analysis of the current situation of the domestic and foreign construction machinery and equipment leasing, it is pointed out that the scale of China's construction machinery and equipment rental market in the future for a longer period of time will be continuing to expand at a faster rate, a broad market scenario. Through the analysis of the competitive situation of the domestic leasing industry, the analysis of the major competitors in the industry, the characteristics of the industry's potential competitors, customers, suppliers, further specification needs to be pointed out that China's construction machinery and equipment rental industry. , Pointed out that the main problem is that leasing companies existing product (service) homogenization of serious the backward marketing tools overemphasis tangible products, not strong sense of service, resulting in customer loyalty through the analysis of the domestic construction machinery equipment leasing enterprise marketing status quo low, so as to clarify the importance of the construction machinery and equipment leasing companies import service marketing. The proposed specific service marketing embodiment, through the implementation of internal marketing strategy, creating an excellent working environment, improve staff skills, and to coordinate the relationship between the various departments, and other activities to employee satisfaction, and ultimately customer satisfaction. By strengthening the Service process control strategy analysis service processes, understand the needs of customers, employees interact with customers and streamline the process optimization services to improve the quality of service. Implement service recovery strategy for the service failure may occur, staff training and problem solving skills, and grant to the right, appropriate, timely and accurate service recovery in order to to weakened customer dissatisfaction improve customer satisfaction and loyalty. Implementation of a symbiotic marketing strategies, and the establishment of the alliance, and equipment manufacturers rely on the manufacturer's product innovation and service advantages, can form their own stable customer base, in the fierce competition in the market to maintain and expand their market share. Through the establishment of a national industry association for the industry department in charge of policy and legal system developed based on a significant impact on production decisions of the exchanges between the industry and equipment suppliers. Specification two
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