Haier Service Marketing System Optimization Study

1. Goals and SignificanceService marketing is a new field in current marketing. It is a process by which enterprises aim to fulfill customers'needs for service effects brought by service products and achieve their goals. It could be done by performing a series integrated marketing strategy to achieve the transaction of service. Service marketing is a series of service activities in order to fulfill the needs of customers, which should be sufficiently acknowledged. A remarkable feature in current economic development is the booming of service industry, which becomes more and more important in economy. China has joined WTO, foreign enterprises have landed in China. The competition of service marketing between domestic and international enterprises is becoming keen. As a new marketing strategy, service marketing is paid more and more attention by enterprises. It is also an effective way for enterprises to gain advantage in highly competitive markets.The field of household electric appliance shares some comment parts with other service fields, however, due to its specificity, the core of product will be replaced by the core of customers, outstanding ability of service marketing is theoretically widely recognized as core competitive strength which could distinguish one company form another. It is also recognized as a crucial part in the chain of sustainable development of an enterprise. Enterprises will pay more attention to the customers' satisfaction, loyalty and the exploration of long-term value. The growing age of household electric appliance in China is the late 1990s, after long time of competition, some enterprises emerge with larger size and more strength. For example, Haier, Hisense, and TCL in manufacturing; Guomei, Suning in sales. But in general household electric appliance in China remains in low level. Some problems still exist, for example, the ideas of service marketing are out-dated, customer service lacks varieties, and the management of customer service department is bad. This paper mainly focuses on Haier, the most successful company of service marketing in the field of household electric appliance.This paper elaborates the concept of service, the concept, features and necessity of service marketing. It analyzes the current situation and deficiency of service marketing and particularly in the field of household electrical appliances in China. After that, this paper investigates the continuously improving creative strategy of service marketing, e.g, from passive service to active service, and then to touching service in order to find new development patterns for service marketing and improve core.competitive strength.2. Method and MaterialsFirst, This paper investigates the current situations of service marketing in household electric appliance enterprises in China based on related theories, interview, data acquisition and data analysis. Second, this paper systematically analyzes current situations in terms of service marketing ideas, patterns and human resources respectively. At last, this paper applies benchmarking analysis to new strategies and ideas of Haier's service marketing, finding out potential problems, analyzing causes and proposing new ideas of Haier's service marketing.This paper is organized as follows:The second chapter describes the basic concepts of service and service marketing and its history.The third chapter describes the current situations and deficiencies of service marketing as well as the enterprise of household electric appliance in China.The fourth chapter thoroughly investigates Haier's service marketing in terms of strategy, innovation and impelemtations.The fifth chapter analyzes the drawback of Haier's current Service marketing system, and proposes some suggestion optimize Haier's current Service marketing system based on the future development of service marketing.The epilogue summariles the study.3. ContributionsThis paper systematically analyzed the architecture of Haier's service marketing system based of the theory of service marketing. There are few related studies in China. This paper attempts to do a pilot study in this field and provide some ideas for future research.4. Future directionsDue to the complexity of service marketing, this paper only analyzes specific cases in the field of household electric appliance. The subject and conclusions are drawn based on the practical situations of the enterprises and may not be generalized.