| Service value chain is the series of different but related financial activities in the process of an enterprise to produce tangible products or intangible services. It includes the basic process that directly effects value creation and the auxiliary value process that effects value creation in basic value creation. Interactive marketing means a kind of all-win marketing mode that is the enterprise and all its stakeholders to communicate through many kinds of traditional and modern interactive methods to know the interest demand and desire of stakeholders, and inspire all parties to participate in the value creation process. The core of it is to encourage all the parties involved in marketing activities to make two-way communication, interact through the media of internet and traditional media, enhance mutual understanding of each other, and think comprehensively and thoroughly about the demands of all parties concerned, especially the demand of end-users, thus realize benign interactivity and targeted marketing to maximize the profit of all parties concerned. The effect of interactivity of the enterprise and its internal and external clients in basic value process and auxiliary value process of service value chain will directly affect the degree of satisfaction to the customized service.With economic development, technical progress and environment change, lightning hazard is becoming more and more serious and the lost caused by it are increasing, there is an increasing emphasis on lightning protection and the government has passed a series of laws and policies. The districts and enterprises and lines of business that surfer great lost because of lightning hazards as well as the enterprise and public institutions are all required to add their investment on lightning protection. It has brought about the booming of the market on lightning protection engineering. Accompanied the great chance of development, lightning protection engineering enterprises also face fierce competition for homogenization.Y Company, as a small-sized company providing integration service of design and build, if he wants to gain a footing in the market, he needs to provide personalized and customized service for the customers and improve service value, so as to gain the recognition of the market. In modern society, the value of product and service is not created by enterprise alone, it is created by all the related parties, such as the staff of the company, supervisor organizations, customers, and suppliers will have great effect in the process of value creating. So we need to have a deep inside study on the present and potential demand of all the parties concerned and try our best to meet their demands through the means of interactive marketing. Only the degree of satisfaction and loyalty of the staff are improved, can the quality and service value of lightning hazard protection service be better done. The enterprise also needs to interact with supervisors and other external clients to ensure the successful implement of the design and construct of lightning protect project with high efficiency. Interactivity should not only carried our among the sections of lightning protect marketing, but throughout the process of design, constructing, supervising, and maintaining of the lightning protect project, thus the key points of every section of the service chain can be full mastered, and improve the overall level of service.This paper synthesizes the theories of service marketing, human resource management, organizational behavior, communication and interactive marketing, and employs the methods of documentary analysis, value chain analysis, and market research to make analyze. The first part is to state the study background and meaning of this paper, idea of writing and methods of study. The second part is to state the basic theories of service marketing, service value chain, service profit chain and interactive marketing. The third part is to introduce basic situation of Y company, characteristics and models of interactive marketing and analyze the interactive marketing that Y company employs to bridge quality gap, improve the values of participating level of customers, reduce service costs, enhance loyalty of the employees, combining internal and external resources, improve customers’ experiences and the present situation of employing interactive marketing; The fourth part is to analyze the environment of Y company to employ interactive marketing from the aspects of political, market, social, technology environments. In the fifth part of this paper, the author analyzes the service value chain from basic value process and assistant value process and put forward the concept of multi-interactive marketing. In the sixth part the author put forward some detailed suggestions for Y company to carry out all-through multi-interactive market from the aspects of customer-oriented service culture construction, implementation of value mutual-creation, combination of traditional and modern technologies, innovation of service contents and technologies, objective-guided communication strategies, etc.I hope this paper can provide some reference ideas for Y Company to improve its ability of exploiting market, meet customized demands of the clients, gain profit and make sustainable development, and for those small and medium sized lightning hazard protection enterprises like Y Company to improve their ability of providing customized service, get higher degree of satisfaction from the customers, also promote benign competition and healthy development, make better service on lightning hazard protection for the public, secure people’s life and property safe. |
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