Study Of Sanlian's Strategy To Service Promotion

Home appliance retail is one of the fastest growing and most competitive industries in China. In recent years, domestic and foreign chain-store operators have enclosured the market, the war of price and promotion breaks out frequently, but the industry growth greatly. Gome, Suning and Sanlian have become the key home appliance chain operators, and Chain operation has become the major model. On the other hand, home appliance has to face to vicious business cycle: average of 1-3%, net profit margin continues to decline, high cost which competition takes, the deteriorating relations with manufacturers, low return of after-sales service no match the high input to the business... In the traditional marketing model, service model, these companies are caught in a vicious competition. So, each player who seeks to long-term growth should discuss some issues: the direction Chinese household electrical appliance industry develops, business Innovation, the strategy how jump out from vicious competition environment.AS the pilot of home appliance franchise sales and service, for twenty two years, always has Sanlian committed itself to top services to try for customer from it success in service in Shandong, and created a precedent among commercial civilization, which is the key competitiveness sources. With many years of development, Sanlian has successfully explored and practice in service management, innovation, service and cultural areas and accumulated many useful experiences. But in recent years, under the market atmosphere, Sanlian extended slowly, decrease profit capability and weaken the core competition capability based on service, at the same time, the moral of" Enjoy warranty all life in Sanlian" has become development shackles. So, Sanlian need innovate services enterprise model to step out of the current predicament urgently.Faced with the new external environment and the new competitive situation, this author analyses comprehensively Sanlian's service situation from its development history, investigates enterprises problems in the services and the management, the difficulties and challenges, with that, approaches to solve these puzzles, difficulties, and programs to help enterprises to break through homogenization of service difficulties, explore the new service system and build the new benefit model which create value from service, again makes Sanlian lead beyond competition.Sanlian's development and services model is a microcosm sample of the Chinese home appliance industry development, so this paper expect to deliver valuable and useful strategy and approach to the industry based on the case of Sanlian which will promote the whole industry service levels, drives the industry back to the good cycle, leads the home appliance sales model to smooth change and sustainable development.