Service Strategy Research Of D Company Marketing

D Company begin, boom and win top 1 position in PC industry for several years base on the direct sales model. However, after the high development between 2001 and 2004, its rapid pace slowed down gradually, direct sales model encounter bottlenecks. D Company made strategy decision to give up the single direct sales model and add in channel sales model in accordance with internal and external investigations. IT services can increase revenue and attract customers, D Company has clearly realized the importance, and set reform the services as one of the strategic decision as well as adjust business model.Service contains some features such as intangible, heterogeneous, simultaneous between production & consumption and transient if compare with goods. Due to these basic natures, service strategy innovation faces a number of practical and unique challenges. We usually leverage 7P theory to improve services, which is core content of modern service marketing theories. After use 7P theory analyze and sort out the service strategy innovation of D Company, the author introduced the concept of service quality gap model, using this concept to establish D company's own model, and through internal investigations to find out the keys to improve the quality of services, voice out the recommendations for improvement.This thesis is divided into six parts. The first part is the introduction of research background, significance, and describes the theoretical principle for the thesis. It introduces the contents of the whole paper in simple words. The second part is the analysis of PC industry latest situation, including market share and competitor overview, and the new requirements from market and customer. The third part summarize and analyze the characteristics of D company's marketing and the services strategy, point out its strengths and weaknesses, and the gaps if compare with customer expectations. The fourth part research the innovation of D company service with the 7P theories, figure out the achievements and the rooms which still need to improve. The fifth part import the concept of service quality gap model and build up D company's own model, made recommendations to improve D company's service. The last is the conclusion of this thesis.To sum up, if we can successfully applied the 7P theories and the service quality gap model into D company's management, then would have a positive effect to the reform of D Company's business model. So that the service strategy innovation not only just stay on the surface, but to deepen the feasibility of the market reform, improve the quality of service, and let D company and customers to achieve a win-win solution.