Enhance The Competitiveness Of Service Enterprises Strategy Study

With the arising of service economy, service industry plays a more important role in the national economy and the competitiveness of service enterprises has become one important factor that determines the national comprehensive competitiveness. Serving enterprises of China are in an inferior position compared with foreign counterparts. In order to turn the inferior situation, it's urgent to enhance the competitiveness of Chinese serving enterprises. The prerequisite of improving the competitiveness of Chinese serving enterprises is to understand the factors that influence the competitiveness of them. However, the previous achievements on competitiveness focus on manufacturing enterprises, the competitiveness of service enterprises haven't done systematic researches, most of which investigate the competitiveness of a certain service industry such as banks, tourist enterprises etc from the prospective of marketing, management, and other single factor of service. But service enterprise is different from manufacture enterprise, we can't transplant previous theories into service enterprises directly. Therefore, there is great need to study the competitiveness from the commonness of serving enterprises so as to provide suggestion and guide to the operation and management of serving enterprises.Combining theories and practice, the dissertation analyzes and compares the representative theories on competitiveness decisive factors started with relevant definitions, with the conclusion that resources, competence, and environment of enterprises supplement each other and influence the competitiveness of enterprises. In order to analyze comprehensively the factors that influence the competitiveness of serving enterprises, then reviews the related literatures of the service, which emphasize the critical role of customers and employees, therefore put them into the decisive factors of service enterprises competitiveness, this is different from previous studies. Based on the previous ideas, we construct a factors-analysis model .The model explains the factors influencing serving enterprises and their relationships from customer loyalty, enterprises' competence of acquiring resources, sustainable competitiveness and market environment as well as inner service quality, employee satisfaction, system competence, brand and innovation, which breaks the previous patter that analyzes decisive factors of serving enterprises from resources, competence, and market environment of enterprises,highlights the effect of the loyalty of customers and employees. After the above analysis, the dissertation summarizes the problems and reasons existing in service enterprises of China according to their present features. In the end, the dissertation argues that customer loyalty, employee satisfaction, improvement of system competence, service brand, service innovation, and scale economy are the six strategies to improve the competence of Chinese serving enterprises.The new finding in this dissertation is to put forward a new point of view about how to improve the competitiveness of Chinese serving enterprises, construct a new decisive factors model of serving enterprises competence based on customer, employees, competence and market environment, which highlights the importance of customers and employees. The dissertation organizes the contents with the logic of customer.