The Study On Service Marketing Tactics Of Xiamen SME Website

This application study on Xiamen SME served by the author, is designed to improve the efficiency of Xiamen SME website. The study is based on the author of 10 years experience in internet services, with the collation and statistical analysis of much data such as the foreign trade enterprises in Xiamen. A further research is devoted to the service of more than 20 websites for the enterprises of international trade at home and abroad, using the knowledge on service marketing, strategy management, human resources management, for the purpose to build the system of service marketing tactics.There are five conclusions as follows: Firstly, a system of marketing tactics supported by the three parts has been built for Xiamen SME website. Secondly, it is very important for Xiamen SME to do a good job in public information service, and to provide more personalized services. Thirdly, personalized service is helpful to improve competitiveness and win more customers. Fourthly, it is important to find the gap between customer service perception quality and service quality expectations. To narrow the gap is a key to improve service quality, to increase customer satisfaction, and to retain more customers; Fifthly, the website operators have to establish internal corporate marketing concepts in order to afford more services for staffs, to increase staff loyalty, and finally to retain more personnel.A problem that the same service given by the majority of foreign trade service websites, has been found out by this study. Personalized service is a key to avoid the problem. Another contribution of this study is to design seven specific services for Xiamen SME. This paper could be helpful for Xiamen SME and the other similar websites of service for foreign trade enterprises at home.