Research on Service Enterprise Competitive Strategy

Author: Han Shunping
Publisher:
Publish Date: 2004-07-01
Features: The competitive strategy of service enterprises is divided into three levels: strategic elements, strategic paths, and strategic goals. Strategic elements include environment, resources, vision, and organization. Strategic paths include strategies, systems, and employees. For service enterprises, strategies mainly consist of three core strategies: supply chain management strategy, service quality management strategy, and customization strategy. The strategic goal level is composed of four progressive goals: customer contact, customer satisfaction, customer dependence, and customer loyalty. It is evident that the formation of service enterprises' competitive strategy involves many elements and emphasizes more coordination among them. Due to the distinct characteristics of services, such as intangibility, accompaniment, perishability, and heterogeneity, service enterprises should strive to adopt material products that reflect quality levels and enhance customer value. They should establish a scientific and reasonable business process and continuously improve it, while also focusing on employee training to maintain high levels of employee satisfaction, thereby achieving the goal of guiding customers from contact to satisfaction, dependence, and ultimately loyalty.