Research On The Service Differentiation Strategy Of Manufacturing Enterprises

With the rapid development of service economic, manufacturing enterprises, one after another, have turned to the developing road of servicisation to obtain the market. However, the general service is no longer able to satisfy the needs of customers’personality, and the business pattern lacking "customer centered" content has been weeded out of the market gradually. Service model of differentiation, with the form of wholly facing customers, is in the process of being developed, applied and innovated, turning to the strong weapon for enterprises to maintain their sustainable competitiveness.Based on the current developing situation of servicisation in manufacturing enterprises, manufacturing should carry out the service differentiation strategy to earn its core value and to maintain its sustainable competitiveness. In the service differentiation strategy model build by this study, there are four aspects that the manufacturing should pay attention to, when to realize the strategy. They are the differentiation of service product, differentiation of service marketing, differentiation of product-centered service and service innovation.Case study with three manufacturing enterprises in different scales and types were conducted. It’s concluded that service differentiation strategy will bring the enterprises abundant financial performance and market performance. According to the result analysis above and theories associated, the managerial methods to realize this strategy are:(1) fine management can help enterprises make products with more "core value", which may bring thick benefit;(2) risk management requires enterprises to focus on the overall supervisory control, to ensure safety and avoid risk;(3) service culture provide manufacturing which hold servicisation strategy with flexible force of constrain, and may help manufacturing enterprises realize professionalization and branding of service, in order to solidify the customer loyalty, to develop more customer croups;(4) service innovation can help enterprises upgrade their service competitiveness with more personality, to obtain larger market. It’s also emphasized that manufacturing enterprises with differentiation strategy should not follow the steps other enterprises have made blindly. Detailed methods and steps should be chosen after adequate consideration of their own strong points and weak points, which will ensure their stable and healthy development.