A Research On Productization Strategy Of GL Central Air Conditioning Service

On March 5,2015,General Secretary Li Keqiang put forward the grand plan for China’s manufacturing 2025 for the first time at the National Congress of the People’s Republic of China.It aims to help the transformation of traditional manufacturing,provide resources for traditional manufacturing,optimize corporate structure,and promote the accelerated development of corporate service industries.Speedup the transformation process of the service manufacturing industry.This paper selects a typical traditional manufacturing enterprise GL as the object of case study.With the expansion of GL company’s business scale,in order to adapt to the new trend of market changes,this paper proposes the implementation of service productization strategy after detailed analysis of GL company’s environment,and elaborates on product design,product marketing,organization guarantee,service personnel guarantee,equipment guarantee and other aspects.This paper is divided into six parts.The first part is the introduction,which introduces the research background,research status at home and abroad and literature review.The second part introduces relevant theories and methods.The third part carries out macro and micro analysis of GL central air conditioning external environment based on PEST and five forces model.Based on value chain and SWOT,the internal environment of GL central air conditioning is analyzed.The fourth part designs GL central air conditioning service product and product marketing strategy.The fifth part expounds the implementation guarantee of service productization strategy,and provides effective guarantee for the implementation of service productization strategy from the aspects of organization guarantee,after-sales service,service personnel and equipment,etc.The last part is the summary and prospect,which summarizes the case,draws the corresponding conclusions and enlightenment,and hopes to provide useful reference for other manufacturing enterprises.