Model essay on service marketing 1: marketing thesis of service marketing enterprises 1. Changes in marketing methods of service enterprises
(1) Pre-order stage
1. Emerging marketing methods and diversified marketing communication channels. Under normal circumstances, service enterprises mainly rely on traditional media such as television, radio and newspapers to promote and spread, so as to improve market awareness and occupy market share. With the popularity of the Internet, emerging marketing methods based on the Internet began to appear, such as blog marketing, search engine marketing, social media marketing and so on. These emerging marketing methods cover a wide range and last for a long time, giving consumers greater autonomy and enhancing the interaction between enterprises and consumers. All these are conducive to service enterprises to obtain more effective communication effects and improve their public awareness.
2. Close contact and cooperation with major network platforms to increase online sales channels. Usually, service companies sell service products through store sales, telephone sales and door-to-door sales. These sales methods lack pertinence. In layman's terms, where are they? Cast a net? . Under the background of the Internet, with the development of e-commerce, service enterprises have closely cooperated with major e-commerce platforms to increase online sales channels, not limited to physical sales. For example, catering enterprises cooperate with online platforms such as Handan.com and Meituan.com, and consumers can buy and book online. Tourism enterprises cooperate with Ctrip. Com and E Long. Consumers can book hotels and buy tickets for scenic spots online. Wealth management companies increase online trading services. Online sales channels have broken the time and space constraints and brought convenience to consumers.
3. Flexible pricing of service products With the help of network platform, service enterprises adopt direct selling mode. Compared with the previous indirect sales model, this model has fewer trading links. Correspondingly, the production cost of service products has also been reduced, including advertising expenses, hiring service personnel, middleman channel marketing expenses and so on. As a result, the price of service products has also decreased. The price reduction will win the favor of a large group of consumers on the Internet and bring considerable marketing effects to enterprises. At the same time, with the help of network platform, enterprises can adopt discount pricing strategy. The price of the same service product may be different at different times and places, and the price for different groups will be different. For example, the price of buying movie tickets in Handan.com is relatively lower than that actually bought in cinemas. At the same time, on the basis of low prices, Handan.com offers more favorable movie tickets to students.
4. Diversified promotion means Promotion is a marketing means that every enterprise must use. With the rise of the Internet, the promotion methods of service enterprises are diversified and no longer rely solely on traditional media. Taking advantage of the convenience and accessibility of the Internet, service enterprises have implemented a series of promotional activities on the network platform, including group purchase discounts, coupons, online registration benefits for new users and so on. The promotion of online platform is not limited by time and space, with simple operation and larger preferential space, so it contributes a lot to the growth of enterprise performance.
(B) consumption stage and service experience stage
1. Integrated high technology? Service and? High contact? Service, enrich the service product structure, whether it is service marketing or traditional product marketing, product is its core. In service marketing, consumers directly participate in the production process of service products, which are jointly produced by consumers and service personnel. Service quality mainly depends on the skills and quality of service personnel, so providing high-contact service is an important channel to improve consumers' service perception. At present, the development of science and technology plays an important role in improving the work efficiency of service personnel, such as the use of electronic menus in hotels, electronic pagers in banks and online customer service. , greatly improving the work efficiency of service personnel and reducing the waste of time and energy in the process of consumer service experience. The integration of high-contact service and high-tech service enhances the interaction between enterprises and consumers, further improves the service quality and strengthens the relationship between service enterprises and consumers.
2. Promotion in the process of service experience: WeChat? Sweep? With the development of mobile Internet, WeChat marketing has become a popular marketing tool. Wechat marketing is based on mobile phones and mobile Internet. So it is relatively convenient and simple. In the process of service consumption, service enterprises may develop a new marketing method with the help of WeChat platform? Wechat? Sweep? . The main idea is that consumers can automatically enter the company's website by scanning the QR code during the consumption process, and can enjoy the price concessions of various service products, including the collection of coupons, the distribution of registered gifts for new users, and the discount of sharing links. People who use the WeChat platform are generally young consumer groups, and their appeal is strong. So, these? A promotion? It has a great influence on the marketing communication of enterprises.
3. Physical display technology In traditional service marketing, service personnel are the decisive factor of service quality. With the popularity of the Internet, the tangible display of services began to move towards unmanned, paperless, electronic and digital. For example, on the network platform, the tangible display of service enterprises is mainly network pictures, network videos and so on. In the physical storefront, the tangible display of service enterprises mainly includes electronic information screens and mobile electronic devices. These? Show? Compared with the traditional tangible display, it gives consumers a refreshing feeling and is more easily recognized by consumers, which is a powerful means of tangible enterprise service.
(3) Post-purchase stage
How to realize online evaluation after purchase? Promotion+marketing communication? Win-win because services are inseparable, that is, the simultaneity of production and consumption means that the transaction is over and the service is over. Therefore, service is different from ordinary tangible products. Under the background of Internet, consumers can evaluate services on the network platform after consumption. The website has the dual characteristics of store and media, and customers' visits and recommendations may bring additional benefits to the website. On the link of online service evaluation, service enterprises have implemented a series of marketing strategies, such as? Reputation cashback? 、? Like? Give the next consumption discount, etc. , to a certain extent, played a role in promoting. Through these evaluations, service enterprises can clearly understand consumers' preferences and keep them? Old customers? Relationship with service enterprises. At the same time, when potential consumers search online before spending, old customers? what's up Like? It is also a basis for them to choose consumption and plays a role in marketing communication. So the online evaluation has been maintained? Old customers? The relationship with the enterprise has developed again? New customers? For enterprises, a win-win situation has been achieved.
Second, the conclusion
Under the background of Internet, the marketing methods of service enterprises in different stages have changed significantly. Generally speaking, the rise of the Internet has greatly reduced the marketing cost of enterprises from the perspective of serving enterprises, and the marketing effect is more obvious; From the consumer's point of view, it increases the convenience of consumer consumption and saves the consumption of time, energy and financial resources. However, while the Internet brings opportunities, it also makes service enterprises face some challenges. With the collection, storage and use of consumer information by service enterprises, the safety and privacy of consumers have become an urgent problem to be solved. Therefore, service enterprises should make efforts to this end and give appropriate protection.
Service Marketing Fan Wener: On Insurance Service Marketing [Abstract] With the approach of China's entry into WTO, opportunities and challenges coexist in China's insurance industry, and the fundamental way out for insurance marketing lies in improving service quality. The important criterion to judge the service quality of insurance enterprises lies in the satisfaction of customers' expectations. The specific measures to improve the quality of insurance services are embodied in establishing the concept of service first, improving the service quality of employees and providing professional services.
Since 1980s, after just over ten years' development, the pattern of China's insurance market has undergone profound changes, and the types of insurance have been increasing. The premium income soared from 1.9827 billion yuan to 1.997 billion yuan, 1.08 billion yuan, and the insurance company also developed from the original monopoly to the present monopoly. Mediator? As the main body, many Chinese and foreign insurance companies have developed together. According to the forecast of foreign authoritative organizations, China's insurance demand will continue to increase at the rate of 10% per year. By the year 2000, the premium income will reach 248 billion yuan, the insurance density will be 19 165 yuan, and the insurance depth will be 2 83%. At the same time, according to the latest Gallup survey (1999), what are people going to buy in the next two years? 33% people choose color TV and 22% people choose life insurance, ranking second. Therefore, as the guarantee of economic and social stability, China insurance industry has broad development prospects. However, compared with developed insurance countries (such as 199 1 year, the insurance densities of Switzerland, Japan, Britain and the United States were $3,002, $2,487, 1999 and193), the insurance depth in that year was higher.
First, the essence of insurance marketing is to improve service quality.
1960,? AMA？ What is the first definition of service? Activities, benefits, or satisfaction used to sell or sell with products? . As an intangible special commodity with risk as the object, insurance commodity is essentially a service. Compared with tangible goods, it has the following characteristics: 1, which is not easy to detect. It refers to the characteristics of insurance service, the elements that constitute the service are intangible and intangible, and the benefits after using the service are untouchable. 2, inseparable. That is, the production and consumption of insurance commodities are consistent in time. 3. Not storable. Based on the above two characteristics, insurance goods cannot be stored like tangible goods. 4. unstable. Insurance products are difficult to be mechanized or standardized like general industrial products, and their quality is unstable. The price is relatively fixed. Insurance commodities follow the principle of non-price competition. The above five characteristics of insurance products determine that the fundamental direction of insurance marketing is to comprehensively improve the quality of insurance services.
At the same time, according to Philip? Kotler? Customer delivered value? Theoretically speaking, in insurance marketing activities, the core of marketing is to improve service quality, because the improvement of service quality, on the one hand, increases? Total customer value? On the other hand, reduced? Total customer cost? . To achieve? Customer delivered value? Maximize and meet the needs of customers in the insurance market to the maximum extent.
However, in China's insurance market, what about the services provided by insurance companies? Shanghai Insurance Trade Union 1998 conducted a market survey on service issues. According to the survey data of China Ping An Insurance Co., Ltd., 36.7% of salesmen have never contacted customers after the transaction; 3 6% of the insured did not respond until they called the salesman several times; 20.5% of the insured asked for surrender because they could not find a salesman; 6 4% of the insured found that the formal policy terms were inconsistent with the salesman's promise during the publicity; The salesman asked the insured to surrender or switch to himself, accounting for 26%; 265,438+0.8% salesmen belittle other salesmen and raise themselves in front of the insured. Higher service quality? Is it safe? Even so, it can be seen that the service quality of China's insurance industry is really unsatisfactory. No wonder 84.8% of Shanghai residents call on insurance companies to improve their service quality.
Second, the practical significance of improving the quality of insurance services
High-quality service is conducive to insurance companies to establish a good corporate image, enhance trust, improve customer loyalty, and better meet the needs of policyholders, thus improving the renewal rate of insurance companies and increasing new types of insurance. Insurance policy? Purpose. Therefore, excellent service can bring sales and create profits for insurance companies. Win-win? Strategy, that is, customer satisfaction and corporate profits. From a series of successful cases in the insurance industry, it can also be confirmed. For example, Mr. Mehdi, the president of American Insurance Association, is called a legend in the insurance industry.
On the contrary, poor service will seriously damage the image of insurance companies and lose their original customer base, which will lead to a series of adverse consequences, such as policyholders' surrender, broken insurance premiums, refusal to renew insurance and loss of customer base. According to statistics, an dissatisfied customer will tell his complaints to 8-0/0 people on average. Joe Ballard, a famous salesman, once said: There are 250 related people behind every customer, so it is of great practical significance to improve service quality.
Three. Measurement standard of insurance service quality
Since service quality is the core issue of insurance marketing, how to judge service quality? Barry and Sism, famous American scholars, put forward the service quality model. According to their theory, insurance service quality has five standards: 1 and perceptibility. Refers to the service product? Tangible part? , handle all kinds of insurance, service personnel appearance, etc. 2. Reliability. Refers to the insurance company's accurate completion of the promised service. 3. reactivity. This means that insurance companies are always ready to provide customers with fast and effective services. 4. guarantee. That is, the friendly attitude and competence of insurance service personnel can enhance the insured's confidence and security in the quality of enterprise service. 5. Human nature. That is to say, insurance companies should sincerely care about customers, understand their actual needs and meet their needs, so as to enrich the whole service process? Human touch? . According to the above five criteria, Barry and others established? Servqual？ Model to measure service quality, that is, Servqual value = actual feeling value-expectation value.
According to this model, the service quality of an enterprise depends on the difference between the services it actually provides (that is, the actual feelings of customers) and the expectations of customers. It can be inferred that the service focus (or core criterion) of insurance companies lies in meeting customers' expectations to the greatest extent, that is, customers are eager for insurance companies to provide satisfactory services.
According to the standards that insurance companies meet customers' expectations, we divide the actual services of insurance companies into the following five levels. 1, basic service. If the salesman personally gives the insurance policy to the customer. 2. Standard service. Such as the birthday, wedding or holiday of the insured, whether the salesman sends greeting cards, etc. 3. Meet the service. If the insured is in danger, does the salesman personally participate in the claim settlement? If the insured can't get the claim according to the contract, does the salesman bring a gift to show his comfort? 4. Value-added services. If the insured is a movie fan or theater fan, does the salesman try his best to send tight tickets for the theater and the ball? 5. Unforgettable service. If the insured is ill and unattended, does the salesman take care of the insured in time, even the night attendant of the insured?
In the above five service levels, it is generally considered that the Servqual value of the first to third levels is 0, and the Servqual value of the fourth to fifth levels is greater than 0. If even the first-class service can't be done, the insurance company will lose its customer base; If the Servqual value is equal to 0, the insurance company is likely to have a free customer base. Only when the Servqual value is greater than 0, can insurance companies have a loyal customer base and expand their customer sources in the fierce market competition.
Fourth, the basic strategies to improve the quality of insurance services.
As far as insurance companies are concerned, there are two basic strategies to improve the quality of insurance services.
(a) standard methodology strategy
It refers to a strategy that insurance companies compare their services with the standards of competitors in the market and gradually improve their service level in the process of comparison and inspection. When applying this strategy, insurance companies can start from the following aspects:
1. In terms of marketing strategy, insurance companies should compare their own strategies with the successful strategies of competitors and find their correlation; 2. In terms of service management, insurance companies mainly focus on understanding competitors' practices from the perspective of reducing competition costs and improving competition differentiation; 3. In terms of service management, insurance companies should re-evaluate the role of those supporting functional departments in the whole enterprise according to the practices of competitors.
(B) Skills strategic blueprint
It refers to a strategy to decompose the organizational system and structure, identify the contact points between customers and service personnel, and improve the service quality of insurance enterprises from these contact points. With the help of the method of flow chart, this paper analyzes all links in the process of service provision, including the whole process from front desk service to logistics service. It usually involves four steps: 1, drawing the content of the service with a flow chart to make the service flow clearly displayed; 2. Find out the points that easily lead to service failure; 3. Establish implementation standards and norms; 4. Find out the service exhibitions that customers can see, and each exhibition will serve as the contact point between insurance companies and customer services.
Verb (abbreviation of verb) concrete measures to improve the quality of insurance service
(1) Establishing the marketing concept of insurance services First of all, in the fierce market competition, only by establishing a correct marketing concept can insurance companies ensure the scientific formulation and implementation of marketing strategies, truly meet the various needs of customers and be in an invincible position in the competition. Therefore, in order to improve the service quality, insurance companies must first establish? Service first? Marketing concept. What is the purpose of the world famous enterprise IBM? Service? What is the purpose of China Ping An Insurance Co., Ltd.? Reputation first, efficiency first; Customer first, service first? .
(2) Strengthen the professional training of enterprise employees, improve their quality in an all-round way, strengthen their professional ethics education, and cultivate their enthusiasm, sense of responsibility and noble accomplishment, as well as their professional ethics of being honest and trustworthy and service-oriented. 2. Cultivate employees with extensive and profound professional knowledge and skilled and superb service skills. 3. Cultivate employees' positive and optimistic psychological quality and honest and trustworthy work quality. 4. Require employees to develop good work habits.
(3) The complete process of providing professional and systematic insurance services for insurance companies includes three basic links: pre-sale, sale and after-sales service.
1, pre-sales service. It refers to the service process from preparation before contacting customers to insurance business promotion. The core task of pre-sales service is to establish a good social image of insurance companies, and the main services are as follows: (1) Establish a good professional image of insurance companies through tangible display. The basic elements of tangible display are: physical environment, information communication and price. (2) Care about the personal and family health of potential customers. (3) Assist the cause of potential customers. (4) Design and formulate insurance plans and schemes according to the needs of potential customers. (5) accurate sales instructions. (6) Each business department shall set up a 24-hour hotline, etc.
2. Selling services. Refers to the service process from insurance business promotion to policy submission. The fundamental purpose of sales service is to facilitate the transaction, and its main services include: (1) establishing the customer's telephone number; (2) handing over the premium to the company; (3) Send the customer for physical examination or financial inspection in person; (4) Minimize the insurance procedures and procedures of customers, and establish? Green channel? ; (5) submit the insurance policy in person; (6) send a letter to thank the customer for insurance, etc.
3. After-sales service. Refers to all service processes after the insurance policy is submitted. The purpose of after-sales service is to improve customer confidence, avoid policy invalidation, develop customer sources and enhance the image of insurance companies. Good after-sales service is conducive to stimulating the insured to re-insure, increasing the sources of insurance and improving the renewal rate.
Under normal circumstances, after-sales service can take the following ways: (1) Give care and attention to the major events in customers' homes; (2) regular visits; (3) Irregular contact; (4) Commitment is more important than anything else, so we must keep it; (5) Provide customers with questions and answers at any time; (6) transmitting and feeding back all kinds of information to customers; (7) Properly handle customer complaints to satisfy customers; (8) Strengthen loss prevention and disaster prevention services.
refer to
[1] Philip? Kotler. Marketing management? Analysis? Planning and control [M]. Shanghai: Shanghai People's Publishing House, 1994.
[2] Guo Guoqing. Marketing [M]. Wuhan: Wuhan University Press, 1998.
[3] Liu Zicao. Insurance marketing [M]. Beijing: China Finance Press, 1998.
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