Launch service brand At the beginning of the Year of the Ox, Shangchai Company held a business conference in 2009. One of the outstanding issues was: to regard Shangchai’s service brand building as a key project of the company’s core competitiveness. Followed by a fast, professional, true feelings as the core connotation of the new logo and the public situation of the Shangchai Yi + person service brand, which marks the construction of Shanghai Diesel's service brand has taken a new pace. In the words of Xiong Weiming, the general manager of the company, technical leadership, reliable quality, and service-oriented are the core competencies of Shangchai’s unchanging brand. Technology leadership is our soul. Reliable quality is our magic weapon and service-oriented is our foundation. Like other brands, the construction of service brands is not accomplished overnight. There is also a process of accumulation, precipitation, and development. The brand construction of the company has gone through the establishment of the service concept from the beginning to the establishment of the service specification; from the creation of the service team to the formation of the service network; from the creation of the service subject to the reconstruction of the service marketing, it has experienced three steps: start-up, consolidation, and promotion. stage. Initial stage Shangchai’s service concept was initially formed in 2002. The company’s leaders are keenly aware that in the era of homogenization of the domestic engine industry, Shangchai has to embark on a path of differentiation that is different from others. Therefore, the company spent heavily to commission a world-renowned consulting firm, McKinsey, to help establish a network of marketing services. At the end of 2002, a large-area-centered, relying on sales service providers, replaced the original model with a service system consisting of headquarters, regions (affiliates: offices, distribution centers), and sales service providers. So far, Shangchai has built a total of 4 central libraries nationwide. Each central library is equipped with about 4 million spare parts inventory. At the same time, more than 1 million accessories are equipped in 32 offices. These services have served Very good support. In addition, Shangchai also established a unified service chain. At the same time, Shangchai built a customer relationship management system (CRM) with the help of the network system, creating a quick communication channel between Shangchai and its customers, and creating a two-way information transfer quickly. condition. Consolidation phase Based on the establishment of the concept and the establishment of the system, at the end of 2005, the company put forward a new idea of ​​refined marketing, aiming to establish a highly efficient support and management team internally, and establish a core that is willing to cooperate with Shanghai Diesel Engine Co., Ltd. , backbone dealers, sales service teams. In this way, on the one hand, through the promotion of headquarters support and management capabilities, it provides strong resource guarantees for overseas agencies and markets; through the improvement of back-office management capabilities, the decentralization of service rights is increased, and the market and users are provided with speed and speed. service. On the other hand, through the integration of sales service providers, we concentrate on the company’s services, accessories, technology, and other resources to enhance the technical, management, and operational capabilities of powerful sales service providers willing to collaborate with Shangchai. Provide users with efficient and high quality services for the media. At this point, the entire marketing company has formed four platforms: management, guidance, supervision, and inspection, and has been strengthened through the four aspects of decentralization management, optimization of networks, strengthening of supervision, and enhancement of support. Launch service brand to create core competitiveness The global economic turmoil last year, especially the economic crisis in the second half of the year, has intensified. Under the background of shrinking economy, the company believes that this is a good opportunity for brand building, and it has played the slogan of building a core competitiveness of Shangchai services with the opportunity of serving brand building. Launched a new concept of service branding and service marketing. Established the management road of building the core competitiveness of the quality and the core competitiveness of the service, thereby raising the service to a higher level. Xiong Weiming, general manager of the company, pointed out at the New Year's management conference that Shangchai should focus on creating its own unique advantages in terms of product performance and after-sales service, and develop it into a non-replicable enterprise core competitiveness. Market sales must be promoted through special marketing methods such as service marketing and technical marketing. Innovative marketing model to form the characteristics of Shangchai marketing. Therefore, in the new round of brand building, the company focused its efforts on the excavation and improvement of service marketing. First, the proprietary name "Easy + People" was introduced on the service brand. (Homophony family) More important is the output of the service brand three major connotations: fast, professional, true feelings: Second, it gives new and deeper elements to service marketing. Today, Shangchai’s service providers have extended from a single product service to various areas such as insurance, training, and care. In combination with new market demands, in 2009, service engineers must also be responsible for the regional service capacity. The National III service stations in China must exceed 400, which is only half a year after the departure of the State III. The pace of development is so fast that it is entirely based on sincere care for end users. At the same time, the company will also introduce third-party social resources to make an objective assessment of Shangchai’s service satisfaction and look for service shortcomings. Since the beginning of the year, in the marketing system, from the company's general manager to the company's overseas service staff, the topic most talked about is the “terminal.†What do end users think? What does the end-user want? They all need marketing staff at any time. Questions answered. In the words of Wang Hongwei, general manager of the power marketing company, there is no end to the user and the service is endless.