The Research On The Service Development Strategy Of The YUAN NENG Company

As the trend of transformation the service economy in the world wide has become increasingly evident, both in developed and developing countries. The importance of the service is increasing, "service" from the traditional concept of products additives develop to a unique industry, and even becomes the core competitiveness of many enterprises. “Yuan Neng” company is a small and medium scientific and technological enterprise accompanied by the continuous grow of China's strong economy, the development of manufacturing technology, and the use of advanced technology. At present, the company is facing a series of problems, such as rising operating costs, financing difficulties, and narrow channels of financing, resulting in insufficient funds, profit decline, lack of power of enterprise development. Enterprise's living space is constantly threatened, the enterprise must have correct treatment of service and timely transition to service if they want to obtain competitive advantage, to overcome their weak by using advantage in the increasingly fierce market and the industry itself.In this paper the principle of strategy management is based on“Yuan Neng” company(SME) development in present situation. From the macro to the micro, from the industry to the enterprise are analyzed by the method of PEST analysis, 5 forces model and SWOT method. Based on the smiling curve theory of the enterprise value chain, it finally proposed the development strategy of the company manufacturing enterprise service for enterprise transformation. Through the establishment of enterprise service system, service value identification, service interaction and evaluation, customer relationship management strategy, implement the strategy and the existing resources of the enterprise, the paper promotes the principle of gradually advancing, adhere to the "customer central" service concept, the use of service innovation to enhance the competitiveness of enterprises and core competitiveness, so as to meet the diverse needs of customers, increase the company's profitability and enhance corporate brand and image. Service oriented planning, design of company service marketing system and the transformation of enterprise management are all aim to ensure the future of the company's rapid and healthy development.This paper aims at the future development of the enterprise planning and design, not only to the company's actual production and business activities to provide the development strategy and implementation of guidance, but also for different industries in the service strategy research and development strategy to provide a reference.