The Research On Local Service Innovation Strategy Of NS Company

Mystery shopper study is a traditional custom research methodology in marketing research industry, usually serving many industries as a quality monitoring and evaluation service. In China, the mystery shopper business has been developing very fast in the past few years, especially true to the NS Company. However, in the latest two years, its growth of the China market downgrades significantly.There are two external challenges for the NS Company in China market. One is the whole economic environment across the globe; the other is the price war among main competitors. The NS Company was forced to join the war and its margin and revenue growth began to slow down quickly. Essentially price, quality, efficiency and differentiation have become its bottleneck and weaken its marketing competitive advantages. To systematically overcome the difficulties, it requires innovative thinking and strategy in the local market.This thesis introduces the background of mystery shopper business, deeply analyzes the encountered business problems and proposes a local service innovation strategy with the three key elements, process innovation, product innovation and technology innovation, by which the company further reduced operation cost, strengthen quality, improved operation efficiency and differentiated itself from marketing competitors. This strategy views satisfying clients’ needs as the basis of facilitating NS Company’s business growth. By leveraging tools of Lean Six Sigma like DMADV, this paper demonstrates how to conduct new process and new product design; by introducing a local technology innovation framework, it demonstrates how to facilitate technology innovation in a multinational company. The local service innovation strategy has been proven as a successful method to meet the business goals in the NS Company, which is a good reference to other similar service type enterprises as well.