Path Of Ascension-service Operation And Management Of Chengdu Ito Yokado

With the rapid development of Commercial and Trade Distribution Industry ofChina, competition within is fiercer. In order to take over the market and acquire widerexpansion, more enterprises have to compete on merchandise price. Otherwise, price-offpromotions is double-edged sword. To win over the market, retailing enterprises have toultimately compete on service which represents the innovation image, businessphilosophy and brand effect of the company. As one of the precious sources ofenterprise, service culture is intangible asset. Moreover, service management, as onekind of market operation, effectively keeps company from evil competition. Positivecompetition like that on service brings win-win result to both consumers and companies.Companies grow better and more rapidly if they win over consumers on service andacquire more loyal customers and market share.In this context, this essay chooses Chengdu Ito Yokado, a foreign-capitalcorporation succeed for its service as case study. Found on Dec.25th,1996, Chengdu ItoYokada has already opened five outlets like Chunxi, Shuangnan, Jinhua, Jianshe andGaoxin. For15years, with company’s philosophy as "loyal to our customers, ourshareholders, business partners, our communities and our employees", Ito Yokado hasbeen regarding “demonstration of nice supermarket, impressive product andheart-touching service" as our working principle. Adapting to market changes andcustomer needs, Ito Yokado is devoted to build a customer trustable and valuable brandand attracts continually30million customers every year.This essay studies and examines service management of Ito Yokado by acombination of theoretical and empirical. Through market research and corporationvisiting, this essay analyzes the success secret and typicality of Chengdu Ito Yokadothrough these first-hand data. This essay is divided into7parts. The first will mainlyintroduce the context, signification, mentality and methodology of this essay; the secondwill contribute to Chengdu distribution industry development and competitionenvironment; in the third part, excellent performance of service-oriented Ito Yokadowill be analyzed; in the fourth part, service management streamline system of Ito Yokado will be examined; in the fifth part, execution of Ito Yokado service managementwill be studied; the sixth part will be devoted to success learning and enlightenmentfrom Ito Yokado and will provide suggestions on improvement of service managementof retailing industry; the seventh part will be the summary of this essay.