IBM China Market Integrated Technology Service Marketing Model Research

Integrated Technology Service Department of IBM belongs to IBM Global ServiceDepartment, it mainly provide product support, technology integration and integrationservices. It’s the company’s new profit growth point. After nearly ten years, IntegratedTechnology Services Department has successfully grown from a cost center to a profitcenter strategy transformation. According to the author’s own personal experience andwork experience, he summarized the service marketing successful mode and theexperience of the Integrated Technical Services Department. All these are in order toprovide some references to IT services and the high growth of enterprises.First of all, this paper elaborated the service marketing theory, including servicemarketing concepts, characteristics, theoretical foundation, development processes, andit also tell the distinguish between service marketing and product marketing. All theseare for the integration of technical services marketing introduction laid the theoreticalfoundation.Next, the paper analyzes the development process of Integrated Technical ServicesDepartment in IBM, including the founding background, components and thedevelopment process of Integrated Technical Services Department. It also analyzed theenvironment of Integrated Technical Services Department from internal and external.Then, the paper introduced two kinds of services marketing mode of IntegratedTechnical Services Department. One is solution type services marketing mode, the otheris IT services and project financing binding services marketing mode. At last, it basedon the7P theory of service marketing and the author’s work experiences, analyze thesuccessful experience in China about the Integrated Technical Service marketing. Andthe author provided relevant suggestions for future development of IBM’s integratedtechnical services according to his IBM personal working experience.