Study Of Proactive Service To Key Customer In The Enterprise A

In the end of the 20th century, market economy in China has grown maturation through more than twenty year's development. There is an obviously character that supply has exceeded demand in many production markets. In order to triumph in market, violently competition comes forth between enterprises. Global Economy, development of information technology and knowledge economy are in built, which changes marketing environment of enterprise deeply. Enterprise operation has become more complicated increasingly in an indefinite environment. The market competition entered into the service time, based on the vigorous development of service industry, the similar manufacture technology and product function in the manufacturing industry. Taking beauty care industry as a background, this thesis analyzed the present situation of service marketing in the Enterprise A, also the market opportunities and challenge Enterprise A is facing with the service marketing theory and characteristic; illustrated that it's necessary to conduct proactive service to the key customers in the more and more keen competition; studied the ways of proactive service design and execution. The thesis summarized the existing problems of service marketing in Enterprise A and proposed with solutions. Firstly, it illustrated that Enterprise A should put eyes on the supplier chain, provided the concrete methods of proactive service by extending current service wider and portrait and forecast the achievement and advantages accordingly. Secondly, the thesis studies the execution of proactive service and results evaluation. In the end, the thesis pointed out that proactive service need innovation and be updated by reason of the changes take place in company internal and market external environment. It will help others on the study of proactive service in the manufacturing industry.