服务营销英文翻译

Road Service Marketing

Enterprises to continuously create value of the process is a

the process. Brand value so that the main measures : First, through

value-added packaging; Second, through value-added services; Third, through

spokesmen value; four consumer loyalty is driven by the value. Marketing has

also entered service integration era, which read, mostly, a lack of planning for

the services marketing, will only increase operating costs and reduce

efficiency, increase opportunities for customers to defect, enterprises must

learn marketing products such as marketing services.

Service brands

Producers not only to the enterprise brand, product brands, but also to build

service brand, and the three are mutually supportive, IBM (IBM is service),

Haier (sincere forever), which is to create the biggest beneficiaries. For many

industries, especially high-tech industries (such as home appliances, IT,

automotive, and other industries), build service brand has become a top

priority, this is a long-term competitive advantage is the

Customers not only pay attention to the overall quality of products, but also

includes marketing services, quality, Brand sales service value-added

products have become an important component of that market competition has

become the focal point. If PLUS (plus) of the projector,

liberation truck

expert services,

Legend's

still against the establishment of a service brand of professional service

providers, into the image identification system establish a diverse sales

platform, and the system, integration of brand promotion, brand services

domains.

Service product

For service products, telecommunications, postal services, banking, insurance

and other service industries performance significantly. Manufacturing

production in the field to warm up. As producers, should clearly include real

products, the form of products and extension products, the packaging of the

product to form products, namely extension services. However, the services

and products of the trend is the service

this category. Services seem invisible, but the products have certain

characteristics, such as brands, quality, cost and value characteristics, While

the market demand may create body. Products through service providers,

customers gain meet, and then achieve from the right brand trust, loyalty to the

satisfaction of leap.

Serves the entire journey

Sales have not confined to after-sales service, began to sell, the pre-sale of

1216 has entered the stage of full- service, Statement from CS (customer

satisfaction) for the development of TCS (through customer satisfaction).

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Service concept deeply influenced by the ideas of the marketing, the business

community is very much respected advocate of Integrated Marketing entire

product marketing, such as the promotion of early (pre-heating), the promotion

period (warming), pushed period (boiling), a period of consolidation

(thermostats), This is a whole marketing concept, focus on each stage of the

dissemination of information, communication and consumer education,

different stages for different services. Full service marketing services is an

important strategy embodied through strategic planning services, the

establishment of full service system.

Mode of service

Many businesses have formed a personalized service model, there are several

main types : investment in building its own network of services, direct

outsourcing model with service functions to create complex distribution

channels. Whatever the mode,

only consideration standards. Libangqi after the product planning and process

reengineering, Design of a strategic significance of the new product promotion

program -- CCM products and

matching center

legislature, personalized

self-management to regional markets and channels for the service functions of

the

Libangqi lay a solid foundation.

Services conceptualization

Concept has entered the marketing technology products, such as thermal

underwear, functional beverages, cosmetics, health products, is now into

marketing services. Improve service through the concept of the

mold spread of the

marketing one of the main game. Just launched the concept of marketing to

note that it is not

content of the support, and not a lot of bluff and bluster. In the real estate

industry and frequent service concept, such as

In production areas, is more typical of Motorola's

customers,

The service pledges

Despite the intangible services, but manufacturers are working to make

services become visible, it is service commitments. Particularly those who are

struggling to build service brand enterprises, as a brand itself is credibility, a

promise. The pledges include two levels : First, open to customers of products,

technologies and services; 2 is open to the interests of customer commitments,

including product quality, issues such as the quality of services to clients

(including material and spiritual) to be paid to the public agreed. Through

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pledge to make visible the quality of service, lower risk customers to purchase,

and customers in exchange for their trust. Looking sales service market, many

products, especially consumer durables (especially real estate, automobiles,

home appliances, etc.) services of a competition is the focus of a commitment

and promise to become more concrete and specific customers becomes the

biggest winner. Lenovo such as a

door-to-door, 48-hour troubleshooting Pledge

standard after-sales service.

Outsourcing of services

Practice has proved that not only the production, marketing, research and

development, logistics and other services could be outsourced services can be

outsourced. through outsourcing services to reduce operating costs, improve

service degree of specialization.

their own professional business is not

services to the fundamental motivation, particularly those who abandon the

business

enterprises, service outsourcing deal with competition as the best choice.

According to statistics, in 2003 the global IT services outsourcing market

reached 150 billion U.S. dollars. Visibility enterprises are deeply in love with

the outsourcing market. According to the outsourcing services business

starting point will be different, the outsourcing of services is divided into two :

one is planned outsourcing, According to established enterprises choose

outsourcing partners, establishing channels of service, including IBM, the

multinational companies are outsourcing respected concepts, such as in the

outsourcing business services to the Hong Kong telecommunications, operate

very successfully; Another is outsourcing -- primarily dealers for sales and

service business integration, and to require manufacturers responsible for the

sales of services. Such as February 14, 2004 the retailer announced a

comprehensive

enterprises signed an agreement These electric appliance enterprises in the

United States sold merchandise retailing of discretionary maintenance

services for the United States (warranty period).

Service channel

Marketing products not only to establish distribution channels and information

channels, but also to establish channels of service, products and channels

built wherever service channels where it is necessary to build. Terminal sales

and service network of distance draws near, more and more network

-intensive,

service radius is getting smaller and smaller. This is an inevitable trend.

Although some enterprises are combined sales channels and the channels of

service, However, more and more enterprises are trying to build professional

service channels, such as Skyworth, PULS (plus), creators of the service

brand manufacturers. Service channels mainly in three ways : The first is the

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channels of service and product distribution channels of integration, forming

composite channels, If Lenovo has asked its dealers to

functions, and the rise of the automobile industry three S stores, 4S stores, is

set to display, sales and service, parts suppliers in a four functions; The

second is the producer of its own sales channels of service; A third

manufacturer is the outsourcing of services to homeowners network of

professional services, use of the professional services marketing channels to

purchase a service platform, or license those small, scattered Terminal

Services, These are very trend of the practice.

Personalized service

Growing market demand for consumption, personalize services also attendant

personality, otherwise enterprises will be passive in the market. This is a story

that had a left-handed users to use a mouse to reflect Lenovo Obviously,

Lenovo results quickly customized for a left-handed mouse. Lenovo is not to

the left-hander from customers there to make money, the key is an attitude,

which services a significant meaning. It seems that enterprises must not only

market segmentation products, but also for services market segmentation; Not

only do

through the breakdown of different types of customized for different services,

this is the future of marketing services guidelines. Enterprises should strictly

distinguish between customers and the quality of customer size, the services

have different policies that meet the different needs of different customers.

This is customer management practices. Enterprises adopting the

fits all

customers, the loss of key customers, to the enterprise caused fatal damage.

With the development of software technology for the management of customer

data to create the conditions for the sub-customers, meet customer demand

for personalized created the conditions. Dell Computer (DELL) to direct

famous DELL service concept with the client to establish direct links from the

customer's first contact, until the subsequent service and denounce, through to

customers with a single point of responsibility for achieving the Dell customer

experience. Through direct sales model, both the end-user, small business

customers, or big clients DELL customer service and technical support

requirements are well known, and tailored to each customer's specific

requirements provide a full range of satisfactory service.

Diversified service

Diversified service platform, three-dimensional, creating the largest customer

for the convenience it is the idea of four C services under the overall guidance

of thinking. Many manufacturers have established a storefront services Front

(sales service centers), Plane service carrier (running the service guidance

publications and promotional materials, etc.) Carrier voice services (equipped

with a telephone call center or center), the mobile carrier (transport services).

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