Grasp the seven service market machine tool companies to enhance marketing
Three-point products, seven-point service, this image of machine tool products can no longer be described. If you leave the service support, the machine will become a semi-finished product. Based on the technical complexity, customers may not be able to obtain the use value of the product and therefore cannot be used for reproduction.
At present, many bottlenecks faced by machinery enterprises are mainly channel problems. Competition in foreign markets is fierce. The domestic market has limited capacity and it is a good idea to transfer to the after-sales service market. The so-called after-market of machine tools refers to the various services in the process of machine tool use after the sales of machine tools. It covers all the service trades that users need after purchasing a machine tool. Such as machine tool installation services, maintenance testing, spare parts supply, technical training, transformation and upgrading, dismantling and recycling, financial credit, leasing intermediary, second-hand market transactions and a series of services.
There are many inevitable factors in the rise of the machine tool after-sales market: First, the extension of the machine tool industry chain and the value division of the industry chain members, the value of after-sales service market has caused enterprises to attach importance to the second is the service outsourcing wave drive, and service outsourcing has also accelerated the arrival of the aftermarket market. The customer value is prominent, the customer's demand for service value is increasing, and the after-sales service market is continuously subdivided and deepened.
In an over-competitive market environment, services should not be a passive response, but should be actively guided or catered. It is a strategic marketing tool and profit model. The key to the marketing of machine tools is to drive the value of the previous brand and drive the value of the service in the later period. The role played by the brand is to gather customers and attract customers to buy tickets. Once the customers go on board, the machine tool companies must strive to leave the customers on board through the service and share the same boat for a long time.
Machine tool companies to strengthen after-sales service is also its core competitiveness, but also to enhance the market sales force must play. The machine tool is a big product concept, that is, a service product that integrates physical products. It can even be said that service marketing is all about machine tool marketing. Imagine that if a CNC machine tool company does not send people to help customers to install and debug, until the normal operation status, then the numerical control machine tool is also difficult to achieve the goal of accurate production. Therefore, machine tool companies must strive to realize the service-oriented manufacturing industry. The core lies in taking customers as the center, actively providing personalized services that customers need, and moving from simply selling products to providing integrated services such as product &ndash service packages, and overall solutions. . Such as Shenyang Machine Tool Group, is accelerating the transformation from traditional product manufacturers to modern industrial service providers.
