Study On Service Marketing Strategy Of ZS’s Government To Taiwan-funded Enterprise

In the 1980 s, the mainland became the Taiwan-funded enterprises’ first choice to run factories abroad due to the cheap labor, broad land resources, favorable policy and the identical writings as well as other factors. With the development of Cross-Straits Relations, Taiwan-founded enterprises vary from the early conservative wait-and-see attitude to move into the field of production and management. Over the years, the overall development of Taiwan-funded enterprises in mainland China is pretty good. However, among the cities which Taiwan-founded enterprise invested, ZS city attracted many Taiwan-funded enterprises enter there and run factories in succession by virtue of its excellent environment, convenient geographical position and some special humanistic factors over the past 20 years. The overall development of Taiwan-funded enterprises in ZS shows favorable momentum. Nevertheless, with the continuous development of the reform and opening up process, the production and operation environment of the Taiwan-funded enterprise saw great changes simultaneously. Especially after 2008, Taiwan-funded enterprises confronted with five big policy shock and four big changes in the environment. Besides, the low running of the world economy, the intense international competition, problems of their own operations, as well as several large financial crisis in the international market all threatened the development of Taiwan-funded enterprises. Therefore, the future blossom of the Taiwan-funded enterprises also faces opportunities and challenges. As a provider of "service products" of the Taiwan-Funded enterprises, ZS municipal government need to perfect or lay down “service product” which of those are beneficial to the development of the Taiwan-funded enterprises. Only in this way can it keeps the continuing development of Taiwan-Funded enterprises and promotes the transformation and upgrading of the enterprises, boosting them develop well.This paper takes the Taiwan-funded enterprises as a research, and from the perspective of service marketing, the author regards the government as subject, Taiwan-funded enterprises as object in the service marketing. The supporting service of government to Taiwan-funded enterprises is seen as an enterprises providing service to the customers’ marketing service. The supplied service can be regarded as a special product that government gives the Taiwan-funded enterprises. Government and Taiwan-funded enterprises deal with each other by this special product. By doing this, government can get the local economic growth and development; Taiwan-funded enterprises also develop and achieve their ultimate goal. Firstly, this paper presents government’s service to Taiwan-funded enterprises, and then makes an analysis of problems that Taiwan-funded enterprises meet in the business. Finally, the paper analysis this special marketing activity from a new aspect of the marketing service and makes an analysis of ZS city government’s present service to Taiwan-funded enterprises from seven aspects of Product, Price, Place, Promotion, Participant, Physical Evidence and Process, combining the service marketing theory with the services which are provided by ZS city for the Taiwan-funded enterprises and attempting to provide with the government related helpful suggestions for the better development of the Taiwan-funded enterprises.