A Study on The Management Strategies of SINO-LIFE GROUP in Mainland China’s Funeral Industry

• Main Authors: Hui-Lan Chang, 張慧蘭
• Other Authors: Yih Jeng
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/x2w38w

碩士 === 國立中山大學 === 高階經營碩士班 === 101 === This research is dedicated to upgrading the operating, managing and profiting capability of Sino-Life Group Limited (the Group). The Group was founded by a Taiwanese and it currently had stopped its funeral service business in Taiwan region （the Group is only performing services of the pre-need contracts from the past）, and has focused its business in the China market (the Group also has business in Vietnam and Hong Kong). The Group is listed in the Hong Kong Stock Exchange and has main service locations in Chongqing and Hong Kong. Besides, the Group operates cemetery in Beijing and Vietnam. Therefore, many terms used in this paper is according to the usage of China. Through Five Forces Analysis, SWOT Analysis, and Value Chain Analysis, it is known that the company’s advantages are high service quality, continuous introduction of techniques, transparent financial information, young staff, and strong management. On the other hand, the downsides of the company are about human resources, such as difficulties in recruiting, low level of staff loyalty, high chances of embezzlement. Because the company has chances to host national funeral service demonstration, cooperating with the Government, high purchasing power of Chongqing, low employment wages, and relatively low service quality in China, the company is able to lead in the funeral industry and it has great future to continue leading the industry development though inviting others to join and be trained. However, the environment poses threats, such as restriction on foreign industry company in the funeral industry, high level of business model imitation, low volume in returning customer, stable sales and growth ceiling for single service location. Besides, the company individually diagnosis its service procedures to show that the company’s strategy is to have its products with high price and high differentiation but not aiming to lower its cost and price. Through the help of these analyses, the discussion of how to upgrade its management ability to improve price quality and lower chances of embezzlement is initiated. Also, it also points out what types of techniques are needed and where those techniques providers can be found. Lastly, Pinggu, Beijing is an appropriate market for the company to expand to. Besides analyzing the pros and cons of the market, the paper also reveals how to be profitable, such as changing the customer structures, exploiting the business opportunity and staff training enhancement are accompanied by contracting Pinggu Funeral parlor.