Study Of After-sale Service Strategy In UT Starcom's Phase Of Transform.

In this paper, we study after-sale service strategy of UTStarcom, which is in its phase of transform.In the past, equipment enterprise always treated after-sale service, the actions were used to promote sales and enhance customer's satisfaction after detailed estimation of cost of after-sale service and its' value to customers, as a kind of support factor coming with productions. After-sale service's vendibility is not exploited sufficiently.In the face of drastic market competition and decreasing profit, equipment enterprise has realized enormous vendibility of after-sale service. As to equipment enterprise, winning competition of after-sale service is the key to succession.From the above explanation, UTStarcom launched its new strategy: transfer from a traditional network equipments provider to services and equipment provider.On the basis of theory of service of marketing, innovation and management, author studied the UTStarcom's superiority, weakness, opportunity, threat by using tools such as SWOT. As result of study, author brought forward the suggestion of after-sale service strategy to UTStarcom which is still in phase of transforming. The suggestion includes the policies about service productions, services team building and service marketing if UTStarcom delivers after-sale service with fee.Author expect the Equipment enterprise like UTStarcom could really acknowledge the value of after-sale service and take pertinent strategy to make after-sale service being a new revenue source for enterprise for purpose of enhancing enterprise's long-term competitive power.