服务营销

1. 服务营销概述
服务给各行各业带来的机遇和挑战
服务营销的概念和重要性

2. 行业竞争和客户分析
市场动态和竞争优势分析
客户需求分析
服务消费特点和要求

3. 建立服务产品和理念
设计并创造服务产品
设计并创造服务品牌
开发增值服务

4. 服务产品的分销渠道
在服务环境下的分销
选择服务传递的模式
决定服务传递的地点和时间
在虚拟空间里传递服务

5. 服务的定价
有效定价是获得财务成功的关键
定价战略的3大影响要素
执行服务定价策略

6. 服务营销中的沟通
营销沟通的作用
设立服务沟通的目标
营销沟通组合

7. 在竞争性市场中寻求服务定位
聚焦是获得竞争优势的基础
确定目标市场和定位
评估和加强产品和服务的差异化

8. 实施可盈利的服务战略
探究顾客忠诚
创造忠诚关系
减少顾客背叛的策略
有效的服务补救系统的原则
从顾客反馈和投诉中学习

9. 服务领导力
整合营销是价值创造的核心
不断对服务营销变革和管理
创建服务营销文化

1. Service marketing overview
The opportunities and challenges of service to all industries
Concept of service marketing and its importance

2. Competition and customer analysis
Market dynamics and competitive advantage
Customer needs analysis
Service consumption feature and requirements

3. Establishing service product concept
Developing and creating service product
Developing and creating service brand
Developing value added service

4. Service product distribution
The distribution in services environment
Selecting the service delivery method
Determining service delivery time and venue
Delivering the service in the virtual world

5. Pricing
Key to generate finance success
3 key factors of pricing strategy
Executing the service pricing strategy

6. Communication in service marketing
Roles of communication in service marketing
Setting up communication objectives
Marketing communication mix

7. Positioning within the competition
Keeping focus is the basis to get competitive advantage
Identifying the target segmentation and positioning
Evaluating and reinforce the product and service differentiation

8. Implementing the profitable service strategy
Exploring the key to customer loyalty
Developing and promoting the customer loyalty
Reducing the customer loss
Effective compensation principals
Learning from customer feedback / complaints

9. Service leadership
Integrated marketing is the core of value creation
Change management of service marketing is constant and essential
Creating unique service marketing culture within the organization