木工机械行业基于顾客满意度的服务营销策略

Customer Satisfaction-based Service Marketing Strategies of the Woodworking Machinery Industry

传统营销一直遵循以产品为导向的营销策略,但随着行业的不断发展和顾客需求的快速变化,产品趋同和品牌优势缩小,木工机械供应商面临如何提升自身竞争力的战略问题。从产品、价格、渠道、促销、有形展示、人员和服务过程等方面,针对基于顾客满意度的服务营销策略进行探讨,对整个木工机械行业在新的市场形势下如何提高木工机械制造企业的竞争力问题有借鉴和推广意义。

Traditional marketing strategies have always been constant development of the woodworking machinery industry based on the product-oriented marketing strategies, but with the and the rapid change in customers＇ needs, product homogeneity and brand advantages are declining, making the suppliers of woodworking machinery faced with the strategic problems about how to elevate their competitiveness. The study on the service marketing strategy based on customer satisfaction is studied in terms of products, price, channel, promotion, tangible demonstration, personnel and service process, which is of reference and promotion value for the whole woodworking machinery concerning how to improve the enterprise competitiveness in the new market situation.