Research On The Marketing Strategy Of Shanghai Foreign Service Corporation For Payroll Outsourcing Products

The competition in payroll outsourcing market is becoming especially fierce within the development of China's opening up to the outside world and the influence of world financial crisis grows deeper and wider caused by Amercian subprime mortgage crisis. Shanghai Foreign Service Corporation (Abbreviation: SFSC) is the one of the earliest state-owned business organization which provides the human resource service to foreign enterprises in China. In the past four years, the payroll outsourcing products of SFSC not only had to face many of new competitors which sprang up like bamboo shoots after a spring rain, but also had to solve many problems such as target market unclarity, unreasonable on product plan, price setting mechanism imperfect, etc.This dissertation studies the target with SFSC, focuses on the marketing problems of SFSC for payroll outsourcing products, according to the way of proposing the problem, analyzing the problem and solving the problem, proposes the marketing strategy of SFSC for payroll outsourcing products. The dissertation restudies the product strategy, price strategy, promotion strategy, and place strategy of payroll outsourcing products of SFSC, allows the subsequent reduction or elimination of marketing problems of SFSC's payroll outsourcing products, changes the competition situation and guarantees the advantage in competition of SFSC in Chinese payroll outsourcing market.This dissertation is composed of seven chapters: First chapter is the preface of this dissertation, which introduces the background information, explains the importance of the research, and outlines methods used for this research. Generally, the structure of this dissertation is presented as an overview in this part. In the second chapter, the dissertation illustrates the fundamental theories of this paper. In the third chapter, the dissertation analyzes and summarizes the marketing problems of SFSC for payroll outsourcing products bases on its sales figure from 2003 to 2007. In the forth chapter, the dissertation segments the Chinese payroll outsourcing market by means of cluster analysis, fixes the target market and marketing positioning by means of analyzes the segments, finds out the target market's needs, and analyzes the main competitor of SFSC in payroll outsourcing market. In the fifth chapter, the dissertation designs the key account marketing strategy, product strategy, pricing strategy, sales channel strategy and extension program, and forecasts the changes about gross profit rate and unit cost of SFSC for payroll outsourcing products in the next four years. In the sixth chapter, the dissertation uses balance scored card, and forms four major performance indicators. They are"customer","internal business process","financial", and"learning and growth". The balance score card lets payroll outsourcing products of SFSC can grow healthily in target market and guarantees the marketing strategy can be implemented well in practice. The final chapter is the summary to this paper.