Formulating Marketing Edge By Quality Service——The Services Redesigning Of The Hongzheng Project Management Company

This paper is focused on services marketing, including two parts:the case and the case analysis.In the case, the background of the Guangzhou Hongzheng Project Management Company (GHPM) and its evolution of business development are presented in time order, and then the reorganization and services redesigning of GHPM in October 1997 and their influence to services marketing advantages are described in detail. Finally the typical issues and challenges faced by GHPM are put forward.In the case analysis, I apply all knowledge learned from MBA courses, such as services marketing, marketing management and etc., combining with my working experience of these years in GHPM, to analyze both its success of services redesigning and its existing inferior position. At the end of the paper, some suggestions in terms of further services redesigning are provided.