An Analysis Of HP China 's Service Strategy

With the rapid development of IT industry in recent years, the field of domestic industries against the widespread use of IT technology, the development of China’s IT industry has seen high popularity and unusual trend, and this trend will exist long-term and high-speed development. As of June 2012, China’s IT industry sales reached 1.2 billion yuan, an increase of 3.8%.HP Chinese companies(referred to as HP Chinese company) is a wholly owned subsidiary of Hewlett-Packard Company, and in 1982 into China. But in recent years the IT industry and the homogenization of the price war has made the development of the industry into a difficult situation meager profits. How out of the woods, problem solving, as a writer and author of the company management team deeply felt need for the company’s overall development strategy for research and analysis, to develop a marketing strategy for the Chinese market, and as the marketing department under the 800 service Hotline department, naturally, as the vanguard of corporate strategy. Through the use of the macro environment analysis(PEST), competitive analysis, as well as slightly superior potential analysis(SWOT) for HP China’s internal and external environment, as well as industry competitors compared and analyzed the company’s HP China marketing strategy, drawn by further analysis service marketing strategy winning concept, and then come to the 800 hotline service-oriented strategy.Firstly, This paper introduces the industry status quo HP Chinese companies face, then the status of the development of domestic and foreign enterprises and the development of competitive strategies are introduced, and while the domestic 800 service hotline status and application research, ask questions, HP Chinese companies are currently facing, and the challenges and opportunities presented to enhance competition through service to 800 service hotline for the window idea.Second, HP Chinese companies raised proposed strategy, development, implementation and evaluation of the overall model. Through the HP China’s internal environment, external environment as the starting point, the use of macro-environmental analysis(PEST), five forces analysis, the external factor evaluation matrix(EFE), competition matrix(CPM), SWOT analysis, grand strategy matrix(GSM), a quantitative analysis of a variety of strategic planning matrix(QSPM), etc., clearly drawn choose HP Chinese companies competitive strategy, and proposed the concept of service-oriented competition, and to determine the 800 hotline themed mode of competition.Finally, by combining a series of prior analysis, an important indicator of customer satisfaction indicators and measure 800 hotline service levels. And understand the customer service hotline 800 satisfaction and improve the status quo point the way through the questionnaire, through targeted improvement measures 800 service hotline to constantly adjust the strategy to enhance customer satisfaction for 800 service hotline, to achieve the company’s overall competitive strategy of HP China requirements to ensure that the company’s sales growth and market share occupied purpose more share.This paper can be said to believe in the traditional IT industry "product of the market" philosophy translates to "to serve a market," the new concept of a new attempt, hoping below analysis can provide a reference for other IT companies to develop innovative.