Far East Service Marketing Strategy Research

In the recent years, the pharmaceutical industry has gained vast development. In 2008, the market capacity of pharmaceutical has exceeded 820 billion USD. As the main developing countries, China, Russia and Brazil markets also share 105-115 billion USD market capacity. As an affiliated industry, pharmaceutical machinery industry also gained extremely fast growing. In 2005, it is estimated the worldwide packaging machinery market capacity has exceeded 29 billion USD, among them, China market shares 2.2 billion USD. The huge market attracts not only those oversea giants like BOSCH, IMA, FETTE but also encourages over 800 local companies who wants to share the market.Shanghai Far-east Pharmaceutical Machinery General Factory was established in 1991 and consists of four sub-companies. He is the leading state-owned pharmaceutical machinery manufacturer in China. Throughout his 50 years history, Shanghai Far-east formed his own corporate culture and technique advantage. But it is still a problem for Shanghai Far-east to consider how to adjust his own marketing strategy to fit the new market environment and foster his own core market competition.From the view of service marketing, the author will discuss how does Shanghai Far-east carry out his differentiation marketing strategy and bring customers with more value-added products. And finally find his blue ocean. Sincerely hope that this thesis could offer far-east and so many other companies who have the similar experience some idea about how to get a sustainable development.