The Study Of The From-Product-to-Service Tactic Of The Value-chain Extension Of GT Co.,Ltd

With the development of information technology, and with the higher level of the free trade and the development of the integration of global economy, the status that the product supply is over the demand and the products are homogenous is more and more serious. These are making the competition between manufacturing enterprises more and more drastic. Utilizing service is an approach for manufacturing enterprise to survive and develop in drastic competition. This thesis studies the extension of manufacturing enterprise's value chain on the base of the Value Chain Theory, synthetically analyzes five extension methods, analyzes and summarizes the methods of which manufacturing enterprises could extend their value chains by utilizing service. On the base of theory analysis, studies and analyzes the from-product-to-service tactic of the value chain extension of an internal manufacturing enterprise--GT Company, and brings forward relevant countermeasure for development. First, this thesis synthetically analyzes five extension methods of manufacturing enterprise's value chain, viz.: interval extension, vertical extension, branching extension, intersectional extension and involving extension. And analyzes main five methods of which manufacturing enterprises could extend their value chains by utilizing service, viz.: customization, leasing, providing service directly by using themselves products, integration of sale and service, service after sale. Then, studies the value chain extension strategy. Using VRIO model to analyze GT's value chain, indicates its competitive advantage and weak value activities. According to the value chain extension methods of manufacturing enterprise above, brings forward three strategic extension ideas, viz.: researching and developing home-LCOS-projection TV set series; improving its marketing ability; a from-product-to-service strategic idea of utilizing its 100-inch-screen projection TV-set to set up a advertising platform and deal in advertisement business. After that, studies and analyzes GT's TV-ad. plan detailedly. After introducing GT's general action plan for its TV-ad. plan, and on the base of the market research that GT had did, studies the possibility of the plan by macro-environment analysis, industrial analysis (the Five Forces Model) , interval environment analysis and SWOT analysis. On the base of SWOT analysis, bring forward a countermeasure to GT's TV-ad. plan, that is to enter the TV advertisement market of the large passenger-transport stations. At last, brings forward three schemes to the plan of entering the TV ad. market of the large passenger-transport stations, viz.: to cooperate to do the business, to lease the equipments, to sell the equipments. And analyzes the prospective benefits and the risks to each scheme, has the priority of each scheme, and makes the implement steps for the plan.