Research On Service Marketing Strategy Of Hengyang Volin Steel Tube CO, LTD

In recent years, the competition in steel company is becoming more andmore intensely, including the global steel overcapacity, product homogeneityphenomenon seriously, and the advantage of scale economics disappeared,etc. The iron and steel enterprises must change themselves to get thedifference competitive advantage when they cannot change the market. Inorder to obtain new competitive advantage, Hengyang Volin Steel Tube CO,LTD attempt to shift to the comprehensive service provider. Therefore, theresearch on service marketing of Hengyang Volin Steel Tube CO, LTD isnecessary and meaningful. Through the research, we can find and solvecurrent marketing problems. By redesign the service marketing combinationstrategy, it can improve the company’s performance and also can providereference and guidance for the similar company.To begin with, the paper overview the background and significance ofimplementation service marketing in Hengyang Volin Steel Tube CO, LTD.And then, the author described the domestic and foreign research on servicemarketing and the related theory of service marketing. Through analysis ofservice marketing existing of Hengyang Volin Steel Tube CO, LTD, the problems of service marketing was found. After that, the macro environment,industry environment and interval environment were analyzed by PEST,Five model analysis and SWOT analysis method. On that basis, the authorput forward the specific content of service marketing strategy of HengyangVolin Steel Tube CO, LTD, including four dimensions: design of “4Ps”combined strategy, design of people strategy, design of physical evidenceand design of process strategy. The last, some supporting measures were putforward in order to ensure the service marketing strategies can smoothimplementation in Hengyang Volin Steel Tube CO, LTD.