With the arrival of knowledge economy and the improvement of consumers' quality requirements, higher requirements are put forward for service marketing. However, China enterprises have just introduced service marketing, which is both an opportunity and a severe challenge for China enterprises. The following is the analysis paper of service marketing strategy I collected and shared with you.
We are in a service economy era. With the increasing influence of WTO on China, it is an inevitable trend of economic development to develop service marketing and win customers and markets in the international market. ? As a new marketing model, service marketing has been paid more and more attention by enterprises, and it is also an effective way for enterprises to gain competitive advantage in the fierce market competition. In the future international market, can we see China enterprises providing first-class services to customers all over the world? This paper expounds the concept, characteristics and necessity of service marketing, and puts forward some suggestions and strategies for implementing service marketing.
Keywords: marketing service, service marketing
Service marketing is a series of activities taken by enterprises in the marketing process to fully meet the needs of consumers on the premise of fully understanding and meeting their needs. It is based on the specific marketing concept of the current market development, including two aspects: first, as far as the nature of the enterprise is concerned, the service itself is its product; Secondly, service, as a marketing method, is the marketing means of enterprises, which runs through the whole marketing process. Although service marketing and product marketing have many similar characteristics, service marketing still has a series of characteristics different from product marketing:
1. Because the service is intangible, it is difficult for customers to perceive and judge its quality and effect, and they will judge it more according to tangible clues such as service facilities and environment. Therefore, tangible display has become an important tool for service marketing.
2. Customers directly participate in the service.
The communication and interaction between customers and service personnel challenges the traditional marketing theory and product quality management theory.
(1) The traditional product production management completely excludes the role of customers in the production process, and the object of management is the employees of the enterprise rather than the customers. In the service industry, customers participate in the service process, forcing the managers of service enterprises how to effectively guide customers, how to encourage and support them to participate in the production process, and how to ensure that they get enough service knowledge to achieve the harmony and unity of production and consumption processes.
(2) The interaction between service personnel and customers also seriously affects the service quality and the relationship between enterprises and customers. In order to ensure that the actual service provided reaches the quality level expected by every customer, it is necessary to ensure that the service personnel have sufficient communication with customers, and at the same time, the service personnel must maintain sufficient adaptability to the needs of different customers. Therefore, the quality management of service products should be extended to the management of service process and customers.
3. Compared with tangible products, the non-storability of services creates the need to balance the supply and demand of services more accurately.
With the arrival of knowledge economy and the improvement of consumers' quality requirements, higher requirements are put forward for service marketing. However, China enterprises have just introduced service marketing, which is both an opportunity and a severe challenge for China enterprises. Therefore, enterprises must formulate and implement a set of scientific and systematic service marketing strategies to ensure the realization of enterprise marketing objectives.
First, establish a correct concept of service marketing.
In order to get out of the misunderstanding of enterprises' insufficient understanding of service marketing concept and provide quality services for consumers, we must first establish a correct service marketing concept. Service marketing is a marketing activity aimed at customer service. It pays more attention to consumers' satisfaction with services. It runs through the production and operation activities of enterprises, and it is the whole service before, during and after sales. It can be said that service marketing is not only a marketing means, but also a business philosophy. Therefore, enterprises should put their business philosophy on the service of products and adopt? Service oriented? ,? Customer-centric? Our business philosophy is to truly solve problems for consumers with high-quality service and realize its business objectives. As Haier advocates, users are always right? This service concept. Haier is not selling products, but a comprehensive solution to provide users with some services. It is under the guidance of this simple service marketing concept that Haier has established a good image in the eyes of consumers with its high-quality service.
Second, the brand strategy of service marketing
Nowadays, the world has entered the era of brand competition, and brands have become the entry point for enterprises? Stepping stone? For service marketing, brand provides customers with effective information to identify specific company services, so it is very important to establish a company service brand. To implement the brand strategy of service marketing, we must first improve the service quality and regard the service quality as the vitality of the enterprise. Service quality is very important for the marketing of service products. Service quality is the most important evidence to judge a service company, and it is also the most important positioning tool to distinguish it from other competitors. Secondly, overcome the fragmentation of service marketing, form a certain degree of concentration, standardize diversified market demand, neutralize or separate the main factors causing fragmentation, and overcome fragmentation through acquisition, thus forming a certain degree of concentration and building a service brand. Third, we should pay attention to brand innovation and protection strategies. Brand innovation strategy generally improves the popularity and reputation of service products and service enterprises through service development, marketing development, cultural development and human resources development of service enterprises, and continuously improves customer satisfaction. In the process of brand building, enterprises should pay attention to protecting their intellectual property rights, protecting their goodwill and doing a good job in the registration of service trademarks.
Third, innovate the service marketing strategy.
Service marketing is facing the rapidly changing market and consumers who pursue diversified and personalized products and services. In this case, we must identify changing customer needs and new business challenges, pay attention to the emergence of these needs and challenges, and make quick and appropriate responses before these new opportunities change or disappear. It can be said that innovation is the basis of service marketing. Through the continuous innovation of service marketing, we can quickly respond to the changes in the market environment, better meet the market demand and shape the competitive advantage of enterprises.
Fourth, service marketing differentiation strategy.
Market consumption demand is becoming more and more personalized, and services should be personalized accordingly, otherwise enterprises will be passive to the market. Enterprises should not only carry out product market segmentation, but also carry out service market segmentation; Even more than that? One to one? Sales, more? One to one? Service. It is the future criterion of service marketing to provide customized differentiated services for different types of customers by subdividing customers. In today's increasingly homogeneous products and technologies, we only need to work hard on brands and services, so manufacturers began to make a fuss about service differentiation. Service differentiation is reflected in many aspects, such as service brand differentiation, service model differentiation, service technology differentiation, service concept differentiation, service communication differentiation and many other aspects. For what? The difference? It can be that competitors don't have it, and the enterprise itself is unique; It can also be that although there are competitors, this enterprise is better; Or completely pursue a different approach from competitors.
Five communication strategies of service marketing
Communication is everywhere, and communication is also an all-round value creation process. When implementing service marketing, we should strive to shape our own characteristics, impress customers' personalities, do a good job in service communication, realize the effective transmission and communication of corporate values through language and behavior communication, and gain customers' full recognition of corporate culture, thus bringing a large number of loyal customer groups to the enterprise. In addition, in view of the special needs and preferences of the target market for services, service marketing often needs public relations promotion. Many creative public relations promotion activities can greatly promote sales, at the same time, make the image of the enterprise get a good and appropriate interpretation, and expand the visibility of the enterprise.
In short, service marketing has entered a comprehensive and diversified era. In order to be in an invincible position in the market competition, enterprises should make overall plans and flexibly use various strategies of service marketing to create competitive advantages, so as to win in the competition.
refer to
Di Peng Zhen. Service marketing skills. Peking University Publishing House. First edition in 2008.
[2] Marketing information dissemination network. Haier's home appliance service marketing opens up new marketing fields. 2008.3，p33-38。
[3] Yang Fangling. The present situation and development trend of service marketing in China. Journal of Henan Business College. The first issue in August 2007.
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