Research On The Marketing Strategy Of Human Resources Service Of FS Company

At present, information and knowledge has become the major driving force to the development of modem times. And human resources have become the first resource in the economic development and corporate competence. Human resources services industry rises rapidly and becomes a new field of service industry.After more than 30 years of development, human resources service product lines become more and more mature, from labor outplacement to recruitment headhunt,training,consulting,outsourcing,data processing and employment assessment,etc. Human resources service industry has been forming a full service value chain.Founded in 1979, FS Company is the first one to provide foreign enterprise representation organs in China,foreign financial institutions and organizations specialized human resources services. And the company has a long history in providing human resources services,rich marketing experience and self-contained service certificate.FS Company is a large state-owned enterprise which belongs to the state asset regulatory commission of Beijing municipality. With over 30-years development, FS Company emphasized more on full-sevice-providing rather than administrative management. As the international first-class human resource service company began to do business in China, other domestic big companies become more aggressive, local small and medium sized companies grow rapidly, competition within human resource service industry is becoming fiercely. Marketing and marketing strategies short board effect is more and more manifest and this defect restricts company's great-leap-forward development in the future. So this company badly needs a clearly difined marketing strategy to help become a real market leader and hence improving its profitability and competitiveness.This article firstly analizes the external marcoscopicial environment and corporate internal operations to determine the opportunity, threat faced by FS Company and strength, weakness it has at present. On the basis of the environmental analysis, the SWOT Analysis model is built and corporate strategy is derived from the model. Then the marketing strategy is getting out from the corporate strategy. After finding out the present markeing problems and applying STP theory to the situation, we could target the most suitable segment markets for FS Company and correctly position its human resource service products. We finaly work out the markting mix strategy for FS Company combining with its resources, competitive advantage, marketing goal and market strength. Some very important measures, such as sales person training, motivating, performance evaluating and service promising, are carried out to gurantee the implementation of the marketing mix strategy.This article has some reference value for the marketing of similar human resource service industry.