service marketing 服务营销英文论文

摘要万达院线服务营销策略在产品、渠道、价格促销、广告促销、人员、有形展示、过程展示诸方面有许多独到之处，也面临定价偏高影响竞争力、基层员工人员流动大、市场份额趋于饱和、网络电影的竞争、新冠肺炎疫情影响等诸多困难，原因与投资成本过大、不重视基层员工培养、院线行业同质化严重、网络电影的优势、遭遇新冠肺炎疫情困境有关，怎么办？本文提出完善院线经营渠道、完善晋升制度、重组开展新业务、开展“菁英+”战略、与外卖公司合作进行所售产品的送货服务等疫情期间等应对措施。

关键词：万达院线；服务营销；策略；研究AbstractThe Wanda Cinema Service marketing strategy has many unique features in terms of products, channels, price promotions, advertising promotions, personnel, tangible displays, and process displays. It also faces high pricing, which affects competitiveness, grassroots staff turnover, and market share trends. Yu Saturation, the competition of online movies, the impact of the new coronary pneumonia epidemic, and many other difficulties are due to excessive investment costs, the lack of attention to the training of grassroots employees, the serious homogeneity of the cinema industry, the advantages of online movies, and the difficulties encountered with the new coronary pneumonia epidemic do? This article proposes countermeasures during the epidemic period, such as perfecting the operation channels of the theater line, perfecting the promotion system, reorganizing and developing new business, developing the "Elite Plus" strategy, and cooperating with the delivery company to deliver the products sold.Key words：Wanda Cinema; Service Marketing; Strategy; Research目录1 引言……………………………………………………………………P12 文献综述………………………………………………………………P2 2.1研究意义………………………………………………………………P2 2.1.1理论意义……………………………………………………………P2 2.1.2实践意义……………………………………………………………P2 2.2国内外研究现状………………………………………………………P2 2.2.1国外研究现状………………………………………………………P22.2.2国内研究现状………………………………………………………P33 万达影院服务营销策略简介…………………………………………P4 3.1公司简介………………………………………………………………P4 3.2万达院线的市场定位…………………………………………………P4 3.2.1品牌定位……………………………………………………………P4 3.2.2形象定位……………………………………………………………P4 3.2.3服务定位……………………………………………………………P5 3.3万达院线服务营销策略………………………………………………P5 3.3.1产品方面……………………………………………………………P5 3.3.2渠道方面……………………………………………………………P6 3.3.3价格促销方面…………………………………………………………P6 3.3.4促销方面……………………………………………………………P7 3.3.5人员策略……………………………………………………………P7 3.3.6有形展示方面…………………………………………………………P7 3.3.7过程展示方面…………………………………………………………P8 4万达院线服务营销中存在的问题……………………………………P84.1定价偏高影响竞争力…………………………………………………P8 4.2基层员工人员流动大…………………………………………………P9 4.3院线行业产品种类相似，市场份额趋于饱和………………………P9 4.4网络电影的竞争………………………………………………………P10 4.5新冠肺炎疫情所受的影响……………………………………………P105 万达院线服务营销问题的根源…………………………………………P11 5.1投资成本过大……………………………………………………………P11 5.2不重视基层员工培养…………………………………………………P11 5.3院线行业同质化严重…………………………………………………P12 5.4网络电影的优势………………………………………………………P125.5遭遇新冠肺炎疫情困境………………………………………………P126 完善万达院线服务营销问题的策略……………………………………P13 6.1完善院线经营渠道……………………………………………………P136.2完善晋升制度…………………………………………………………P14 6.3公司重组开展新业务…………………………………………………P14 6.4开展“菁英+”战略………………………………………………………P156.5新冠肺炎疫情期间的应对措施………………………………………P157 结论………………………………………………………………………P178 致谢………………………………………………………………………P18参考文献……………………………………………………………………P19万达院线服务营销策略探析1 引言电影院线,指的是经营者为了保护和发展管理利润,垄断一家电影制作公司新发行的电影，而在各城市建立放映网络。

The First Assignment of Service Marketing : How the 7Ps of integrated service management applies Written By Zeng Liufang, School of Business and Management, Student Num.11242096I. Company Overview International, Ltd. is a leading travel service provider that offers hotel reservations, airline tickets and packaged tours to over 50 million business and leisure travelers in China. Ctrip aggregates information on hotels, flights and vacation packages, and enables the customers to make informed and cost-effective travel bookings.As for the customer targeting, Ctrip targets primarily frequent independent travelers in China who do not travel in group. These travelers form a traditionally under-served yet fast-growing segment of the China travel industry. What’s more, Ctrip was listed on NASDAQ on December 9, 2003 in a Merrill Lynch-led offering.II.The 7Ps marketing mix of CtripThere’s no doubt that Ctrip is a typical service corporation which has an expanded marketing mix of 7Ps.Next, I will illustrate how the 7Ps of integrated service management applies on Ctrip. The 7Ps marketing mix includes: product, price, place, promotion, people, process and physical evidence.1.ProductThere are three kind of core products in Ctrip, including hotel reservation, air-tickets booking and packaged tours, which dominate mostly of the income of the company.Ctrip's business include hotel reservations, airfare booking, vacation reservations, business tourism services, VIP clients and tourism information. And its target market mainly focuses on business tourism customer, and meanwhile the tourists and holiday visitors as one of its key target markets.Hotel and ticket reservations are Ctrip’s main businesses. For business tourism custome rs, Ctrip also provides tourism management consulting and so on. For the VIP clients, Ctrip provides value-added services, covering special restaurants, entertainment and so on. Tourism information is additional services for members, composed of from online interactive information and tourism books etc. In addition, Ctrip has also established destination guide and community.Here comes the three core products of Ctrip.●Hotel reservationHotel reservation is the most important business of Ctrip, because it makes up the foundation of how Ctrip operates and develops. By now, there has been over 5000 hotels work with Ctrip, covering more than 350 cities in different countries and districts. At the same time, numerous rooms in more than 1000 domestic hotels are particularly remained for Ctrip, aiming to provide hotel reservation service to Ctrip members. In other words, hotel reservation fees are the main profit source for Ctrip.●Air ticket bookingAir ticket booking business develops rapidly in a very short time in Ctrip. Now, Ctrip works with all kinds of airline companies, domestically and internationally, covering almost all the airlines around the world. The advancing and largest scale air ticket booking system makes this into reality, and makes Ctrip larger and larger in a short time. Due to the advancing booking system, members can book tickets at anytime and anywhere with their internet banks online, which is really convenient.●Packaged ToursSince 2004, Ctrip has launched a new service called 360 degree travel supermarket. Logging in this online travel supermarket, you can find nearly all the scenery spots in and outside China. Tourists can choose the hotels and the airlines into a tour package according to their interests. This is a totally fresh business when it was launched in 2004, because it gives tourists more choices to design their own travel lines, no more depending on travel agencies.2.PriceFirst of all, the profit model of Ctrip is to gain sales agent commission. That is to say, Ctrip is a typical OTA (online travel agency) reservation website, agent commission is the most important income source.●Higher price than competitorsComparing with the similar websites like Qunar and Elong, which offers hotels and air tickets at a low price, Ctrip is a little expensive, because Ctrip targets on those who pay attention to high quality of life. This group includes business travelers and middle-income class, who are more allergic to time than price.The price of Ctrip is cost-oriented, at the same time it use the market-oriented way to set a price which is higher than competitors, aiming to the high quality positioning. Meanwhile, differential pricing makes contributions. Ctrip provides different travelling service price on the basis of the request of tourists, such as reservation time and travel product mix.3.PlaceRe-intermediation: A new distribution structureWhat’s re-intermediation? Before explaining it, let’s see the traditional channels of travel industry on the left of the picture. It’s obvious to find that in traditional ways, hotels, airlines and travel agencies deal with customers directly, whichmeans customers need to get their air tickets orask hotel rooms face to face. Thus, there is nodoubt that the efficiency has reduced.However, with the developing of online travelcompanies, like Ctrip, Qunar and Elong, theybecome the agent connecting with customersand service companies. Customers can explore allthe information they need at home, even comparing the information and designing the best routine for their travel. This is exactly the core service that Ctrip provides and it earns commission from the upstream enterprises. This new structure for distribution channels of online travel companies is so called “Re-intermediation”.Multi-channel StrategyAs a typical online agent, Ctrip has faced greater competition with other travel websites, which results in the launch of a multi-channel strategy. There are four items in channels I want to emphasize.●Acquisitions on mainstream hotels both domestic and overseas.This aims to strengthen the control of channels, so Ctrip can offer the newest price information of hotels.●Acquisitions on offline travel agencies and online travel websites.This can expand the product lines and improve the tour package business，because vacation business is becoming larger and larger. Thus, expanding product lines on packaged tours is very indeed.●Exploiting new markets.The main business of Ctrip occurs in China mainland, but Ctrip will open up new markets in Taiwan and Hong Kong, through buying out in ez-Travel web and HK yong’an business. Ctrip even works with Chengdu government to expand its impact on mid-west cities.●Constructing on multiple order channels.App mobile phone application has become another main order channels for Ctrip, followed by telephone reservations and online reservations. Ez-Travel has good experience on app reservations, which can help Ctrip improve the multiple order channels.4.PromotionTraditional PromotionIn traditional promotion ways, Ctrip works with big search engines, making sure that the searching for Ctrip listing the top.●works with travel TV programsMoreover, to spread the impact of Ctrip to the public, it works with travel TV programs, like the travel program Ctrip DIY Around World with The Travel Channel. This program aims to promote the energy and modern life style that the brand itself expresses.●stagnation salesman promotionAdditionally, stagnation salesman promotion in travel agencies is another important way, which means working with different kinds of agencies is important.●trade fair promotionsLast but not least, Ctrip attaches importance to trade fair promotions, such as sponsoring economic summit and large business activities, because these activities will attract customers and enterprises from all over the world, resulting in a high increase of air tickets and hotels. Ctrip can take advantage of this occasion to provide reservation package, seizing the opportunity to advertise to the public.Price PromotionA promotion with price usually has obvious effect, because price-allergic customer can know it at once. As for Ctrip, there are four main ways for price promotion.●Group purchasing.From April 2012, Ctrip launched its own hotel group purchasing channel, hoping to share the market of low-price hotel product.●Point redemption scheme.According to the transacted price and particular calculating formula, Ctrip members can gain the corresponding reward points and take part in the lottery activities. When the reward points are high enough, members can be upgraded and enjoy upper service.●Discount promotion.The more days reserved in advance, customers can enjoy the more discounts. In addition, if members purchase Ctrip’s particular tour package, they can enjoy a cash-back service.5.PeopleCtrip management team cooperates perfectly on resourcing collaboration and business experience. For personnel in Ctrip, the company provides vast profession developing opportunity and perfect salary-welfare system. When new personnel join in, Crtip provides induction training. Conspicuously, Ctrip even established its own college and launched a CMBA(Ctrip MBA) project for excellent managers. All these humanitarian measures makes up an excellent team and an excellent company.Most companies in travel industry not do so well in customer service, however, Ctrip does a quite good job in this field. The Ctrip calling center is a typical example. Every operator is professionally trained and perform really patient when talking to customers. A good calling service donates 40% income of Ctrip.The reservation sector plays the vital role in the operation of Ctrip. They need to measure all the latest information whenever and wherever possible. Ctrip also introduce the 6σquality control management into the operating team, in order to raise the degree of satisfaction of their products.6.ProcessCtrip mainly provide reservation service through website and calling center. Next, I will explain each process in details.Website reservation●Hotel BusinessHotel-----domestic/overseas-----destination city-----check-in day-----check-out day-----hotel location-----price range-----choose-----confirm-----reception check in●Air-ticket BookingDeparture city-----destination city-----time-----price-----agent exploring-----flight information confirm----- passenger information-----online paying-----issue ticket-----confirm the ticket●Tour Package BussinessLog in Ctrip tour channel-----design your own travel routine-----online paying for hotels and park tickets-----confirmCalling CenterCalling-----operator service-----offer member information-----reservation service------choose service---confirm messageFrom the detailed chain process, we can clearly see that it’s quite easy to explore the information and finish a reservation, which can greatly improve the efficiency at customer’s most convenience.7.Physical EvidenceIn the internet environment, physical evidence is quite different from other service. Physical evidence under such circumstance means customers’ experience on the website. Usually, people use the availability and convenience to evaluate the physical evidence of a website.●AvailabilityConsidering the availability, Ctrip have a perfect guide, which leads to simple operation. For a usual ticket reservation process, one can finish it with no more than 8 click operation, and he doesn’t need to fill in lots of forms. Ctrip also connects members’ bank account with its reservation system through its member management system. All these aims to raise the availability of the website.●ConvenienceOnly when a website is easy to attach, will people be willing to log in it. Working well big search engine like Baidu, Ctrip enjoys the top page view among all the domestic travel websites. When you search the key words like air ticket booking and hotel reservation, etc, you can always find Ctrip listing the top in the first page. It’s obvious that Ctrip does a good job in the search engine collaboration.Another is the convenience of information. On the first page of Ctrip Web, customers can find the comparison of air tickets and hotels very easily. All in all, the predominant feather of the website is concise.III.ConclusionAlthough we can pick up each 7Ps mix to analyze how each of them applies on integrated service management, we need to make it clearly that only when these seven elements work as a whole can exert their biggest function.Ctrip as a leading travel website which offers online service, should have a vaster understanding of the 7Ps mix strategy, because the business model and most of advantages of Ctrip can be easily imitated, which means the core competitiveness of Ctrip is not outstanding enough.In conclusion, Ctrip should find fresh ideas in its core products and launch more promotions to spread out its brand impact.。

关于营销的文章英语作文I believe that marketing is an essential aspect of any business. It is the process of promoting and selling products or services, and it plays a crucial role in determining the success of a company. Effective marketing can help a business stand out in a crowded marketplace and attract new customers, while poor marketing can lead to a lack of brand visibility and ultimately, a decline in sales.英文，Marketing involves a deep understanding of consumer behavior and preferences. By identifying the needs and wants of the target audience, a company can tailor its marketing strategies to better meet those needs. For example, if a company is selling a new line of skincare products, it would be important to understand the demographics and preferences of the target market. This would help in creating marketing campaigns that resonatewith the audience and drive sales.中文，营销涉及对消费者行为和偏好的深入了解。

毕业论文论文题目：浅析餐饮行业服务营销策略毕业设计（论文）原创性声明和使用授权说明原创性声明本人重承诺：所呈交的毕业设计（论文），是我个人在指导教师的指导下进行的研究工作及取得的成果。

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作者签名：日期：年月日导师签名：日期：年月日本科毕业论文（设计）原创性及知识产权声明本人重声明：所呈交的毕业论文（设计）是本人在导师的指导下取得的成果。

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毕业设计附件外文文献翻译：原文+译文文献出处: Soliman M. The research of hotel service marketing strategy [J]. The Accounting Review, 2016, 2(3): 813-823.原文The research of hotel service marketing strategySoliman MAbstractThe continuous development of the tourism industry, also contributed to the hospitality industry at the same time has more development opportunities facing greater competition. On the tangible product of traditional competition is embodied in the hotel, because the alternative of tangible products and replication, the form of competition is transferred to the service, therefore, has become the hotel marketing service marketing one of the most important aspects. And how to build the perfect hotel service marketing system, how to adopt targeted services marketing strategy can make the hotel get comparative advantage in the fierce competition, gain long-term profits has become a hot topic in the research.Key words: Customer value; Service marketing; Strategy1 IntroductionAlong with market competition intensifying, the hotel industry will also be marketing focus shift from the traditional product marketing to service marketing. And service marketing to win the key lies in whether the hotel can meet the needs of customers, to create more customer value. So this article in the perspective of customer value, customer value is analyzed and the relationship between the service marketing, build the theoretical framework and contents of the hotel service marketing, puts forward the hotel service marketing strategy based on customer value. This can not only link the interests of the demand and supply side of the hotel, meet the demand of the value of multiple stakeholders, but also to the hotel and enhancecustomer value, finally win the competitive advantage and long-term profits. Service marketing research is the general enterprise, there is no specific focus on the hotel industry, nor from the perspective of customer value, and focus on a handful of services marketing management measures, such as WoSiFu's (Worsfold, 1999) and lyn o (Alleyne, et al., 2006), to study the effect on the performance of the hotel service personnel management. The granite (Sigala, 2005) studied the customer relationship in service market. Through the analysis of the above can be found that the current lack of from the perspective of customer value, the study of hotel service marketing strategy. Because of the service marketing emphasizes the "human" factor, emphasize to create customer value, meet the needs of customers and maintain customer loyalty, and to increase market share and expand market share, so as to obtain and strengthen the enterprise the competitive advantage, therefore, from the perspective of customer value study of hotel service marketing strategy is very important and necessary.2 Customer value and service marketingThe connotation of customer valueIn marketing and consumer related literature, the customer value has two different connotations. A case, the customer value refers to the "customer value" of the enterprise, the customer to enterprise's significance and importance. Another kind of cases, the customer value refers to the value of the enterprise is passed to the customer. In this paper, the customer value after taking a definition, namely enterprise create and provide value for customers, customer value of beneficiaries and the owner is the customer. According to Mr. Rove of customer value hierarchy model, in the hotel service marketing in the customer's value also can be divided into three levels, from the bottom up, respectively for the service attribute value, service value and the service goal value results. Service properties level including the particular form of hotel service product, service, environment, quality of service, etc.; Results level is the effect of customers to enjoy the hotel services, including positive and negative two effect. Target level is the most top customer value, including the user's core values, purpose and goals, is the final result of customers to use and enjoy the service.The connotation of service marketingRefers to the service marketing focus on service is in the enterprise management of the marketing function. Suffers from the co-existence of the product itself is service and practice, and no strict boundaries at first, with the improvement of consumption level, consumers are increasingly demanding on the added value of products, and is the concentrated reflection of value-added products technology content, service content, service quality high and low in a sense determines the size of the product added value. Therefore, the service marketing becomes one of the most important aspects of the modern market competition.The customer value and the relationship between service marketingHotel service marketing based on customer value focus is on customer satisfaction, customer satisfaction is a psychological activity, is the demand of customer is satisfied after the pleasure. Customer satisfaction is determined by the size of the customer value, customer value and from the hotel loyalty of staff, staff's loyalty to the hotel depends on the internal services are satisfied. Thus, in the process of hotel service marketing, customer value is the connection marketing service main body, customer satisfaction and loyalty, the hotel to the link between profit and development. Customer value creation is for the hotel service marketing gain and the sources of competitive advantage and value from the customer's perspective, the systematic study of hotel service marketing strategy, not only can effectively link the interests of the hotel service suppliers and demanders, meet the demand of plural value, but also help the Omni-directional and multi-level mining customer value, improve customer loyalty of hotel product. Hotel service marketing implementation is the key to accurately grasp the customer expectations, including explicit expectations and implicit expectations, on the basis of the emphasis on service product portfolio can improve customer perceived value, customer satisfaction. Provide hotel service marketing mainly through added value for customer satisfaction, this is the hotel product core interests, product prices are almost the same to attract customers, customer retention, the only way beyond the competitors.3 The theory framework of hotel service marketing based on customer valueThe hotel service marketing strategy based on customer value theory framework should include the content of the hotel service marketing, function and goal. Should not only include the traditional 4P marketing elements, should increase marketing process according to the particularity of service products and tangible demonstration, etc. Among them, is the core of customer value marketing strategy framework, periphery is an element of marketing strategy, and each function module in multilayer model to clearly define the hotel service marketing strategy formulation, implementation, evaluation and feedback process. As can be seen from the above, the hotel service marketing based on customer value includes six aspects, due to the particularity of pay for the service product; these six aspects have difference with the traditional 4P. The six aspects of marketing strategy formulation needs to related to the allocation of investment. Traditional marketing investment configurations often proceed from enterprises, ignoring the mining of customer value, caused the marketing resources to waste. Therefore, the hotel service marketing investment configuration process should pay attention to maintain old customer and develop new customers, to maximize customer value as the goal, at the same time, must have the corresponding marketing implementation feedback and evaluation mechanisms, so as to form a complete service marketing system, to really improve the comprehensive competitiveness of the hotel.4 Hotel service marketing strategy based on customer valueHotel service product marketing strategyHotel products including tangible products and intangible product of two parts, tangible products including guest room, dining, drinks and a variety of facilities, intangible products means the hotel provides services to customers. The hotel service marketing can not only improve the quality of its tangible products, can create more value. Hotel service product marketing based on customer value includes not only the hotel according to the customer's requirements, all aspects of product, reasonable design of contents to product positioning, market segmentation and provide customer satisfaction products, more contain hotel service brand shaping. Service products is an important part of the hotel product, hotel to fully optimize the content of the serviceproduct, improve the service standard, all in accordance with the service, details, customization, timely change direction, want to have their own unique service products at the same time, in full consideration under the condition of customer requirements and their own conditions, shape the service brand, and let customers experience the concept of brand value and pass by.Hotel services marketing strategyHotel price strategy based on customer value for the hotel to use all kinds of market research methods and the actual marketing experience, as fully as possible to collect the customer to the hotel product value evaluation, so as to provide objective evidence for the customer can accept the price. Price strategy include: discount and free strategy: in this pricing strategy, the endurance of the hotel, we must give full consideration to the customer and their sensitivity to the price, make customer feel real benefit and also bring long-term benefits to hotel's price strategy. Not to benefit, at the time of the peak season push up prices, or at a discount price discount again hurt the feelings of the customer first, damage the interests of the customer. Psychological pricing strategy: pricing is not only a hotel using a strategy to guide consumption, sometimes really is to take care of the customer's mood, give them comfort and feel lucky necessary measures.The hotel service marketing strategy processThe inseparability of the service product shows that the service production process have also been customers as part of the "service products", and for most of the hotel services, its production process and consumption process at the same time, it also makes the service process is always in a state of interaction, including the interaction between the customer and hotel customer interactions with the hotel waiter and interact within the hotel staff. The interaction is between the hotel customers. Due to the interaction between the customer will affect the evaluation of customers for hotel, hotel will therefore lead to the positive interaction, avoid negative interactions. For example, the lobby is not smoking in public place, the hotel will be strict supervision, can't let smokers affect other non-smokers. Smoking at the same time in order to meet the customer's demand, can set up a special smoking area. For thespecial day, to give customers meet the needs of customers for the festival, the hotel can hold some activities, let customers to interact with each other to send lonely, increasing the loyalty of hotel. The interaction is between customer and hotel waiter. In the process of service, the hotel staff must be unfriendly customers give tolerance and understanding, in order to avoid unnecessary disputes brings losses to the hotel. At the same time, the hotel also should strengthen the employee’s too friendly customer training in order to prevent affecting employees and customers is too close to work or to other customers. Interaction between employees, the hotel staff interaction between embodied in the service of each link in the process of cohesion and cooperation.译文酒店服务营销策略研究Soliman M摘要旅游业的不断进展，也促使酒店业在取得了更多进展机缘的同时也面临着更大的竞争。

中英文对照外文翻译文献(文档含英文原文和中文翻译)译文：服务营销“服务营销”是一种通过关注顾客，进而提供服务，最终实现有利的交换的营销手段。

实施服务营销首先必须明确服务对象，即“谁是顾客”。

像饮料行业的顾客分为两个层次：分销商和消费者。

对于企业来说，应该把所有分销商和消费者看作上帝，提供优质的服务。

通过服务，提高顾客满意度和建立顾客忠诚。

服务营销的一般特点：（1）供求分散性服务营销活动中，服务产品的供求具有分散性。

不仅供方覆盖了第三产业的各个部门和行业，企业提供的服务也广泛分散，而且需供方更是涉及各种各类企业、社会团体。

（2）营销方式单一性有形产品的营销方式有经销、代理和直销多种营销方式。

有形产品在市场可以多次转手，经批发、零售多个环节才使产品到达消费者手中。

服务营销则由于生产与消费的统一性，决定其只能采取直销方式，中间商的介入是不可能的，储存待售也不可能。

（3）营销对象复杂多变服务市场的购买者是多元的、广泛的、复杂的。

购买服务的消费者的购买动机和目的各异，某一服务产品的购买者可能牵涉社会各界各业各种不同类型的家庭和不同身份的个人，即使购买同一服务产品有的用于生活消费，有的却用于生产消费，如信息咨询、邮电通讯等。

（4）服务消费者需求弹性大根据马斯洛需求层次原理，人们的基本物质需求是一种原发性需求，这类需求人们易产生共性，而人们对精神文化消费的需求属继发性需求，需求者会因各自所处的社会环境和各自具备的条件不同而形成较大的需求弹性。

同时对服务的需求与对有形产品的需求在一定组织及总金额支出中相互牵制，也是形成需求弹性大的原因之一。

（5）服务人员的技术、技能、技艺要求高服务者的技术、技能、技艺直接关系着服务质量。

消费者对各种服务产品的质量要求也就是对服务人员的技术、技能、技艺的要求。

服务者的服务质量不可能有唯一的、统一的衡量标准，而只能有相对的标准和凭购买者的感觉体会。

服务营销的原则: “顾客关注”的九项原则1、获得一个新顾客比留住一个已有的顾客花费更大。

服务营销概论服务营销概论（Introduction to Service Marketing）导言：服务营销是指将市场营销理论和策略应用于服务业的营销活动，其目的是通过交付高质量的服务，满足客户需求，创造客户价值，并实现企业业绩的增长。

服务业在全球经济中的重要地位日益凸显，服务营销的重要性也越发凸显。

本文将介绍服务营销的基本概念、特点和关键要素，以及服务营销的战略和策略。

一、服务营销的基本概念服务营销是指将市场营销的理论和方法应用于服务业的一种营销活动。

服务是一种以关系为基础的交换过程，通常是以非物质形式提供给客户的价值，包括旅游、酒店、金融、医疗和咨询等各种形式的服务。

与产品营销不同，服务营销注重的是客户体验和价值创造，在关系拉近、满足需求和提供个性化服务方面具有独特的挑战。

二、服务营销的特点1. 无形性：服务是以非物质形式提供给客户的，无法像产品一样通过触摸和感知来获得体验，因此服务的无形性使其销售过程和消费过程变得更为关键。

2. 同时性：服务的生产与消费是同时进行的，客户体验和服务质量往往需要在生产过程中实时优化，添加额外价值。

3. 可变性：服务的特点决定了其难以标准化，客户的需求和要求不断变化，因此服务的质量和效果也具有一定的可变性。

4. 不可回收性：服务一旦提供出去，就无法回收，不同于产品可以重新销售。

因此在服务营销中，客户满意度和忠诚度的培养变得尤为重要。

三、服务营销的关键要素1. 服务质量管理：服务营销中的关键是提供高质量的服务，满足客户需求和期望。

服务质量管理包括制定服务标准、培训员工、监控和改进服务过程等。

服务质量对于客户满意度和忠诚度具有重要影响。

2. 客户关系管理：建立良好的客户关系是提高服务营销效果的关键。

通过建立客户数据库、定制和个性化服务、提供增值服务等方式，加强企业与客户之间的关系，提高客户满意度和忠诚度。

3. 人力资源管理：服务营销中，员工是提供服务的关键资源。

因此，培训和激励员工、建立良好的工作氛围和团队合作等，是服务营销中的重要要素。

Marketing市场营销(英文版)Marketing is a critical aspect of any business. It involves promoting and selling products or services to customers through various strategies and channels. In today's competitive market, effective marketing techniques are essential to differentiate a company from its competitors and maximize its potential for success.One of the primary goals of marketing is to understand customer needs and wants. By conducting market research and gathering data, companies can identify their target audience and tailor their marketing efforts accordingly. This customer-centric approach allows businesses to create products or services that meet customer demands and exceed their expectations.Marketing involves developing an effective marketing mix, which includes the product, price, promotion, and place. The product refers to the goods or services being offered and must meet customer needs and preferences. Setting the right price is crucial to ensure the product's affordability and value. Promotion involves the various strategies used to communicate with potential customers and create awareness about the product or service. Lastly, ensuring the product is available at the right place and time is essential to enable customers to access and purchase it conveniently.Digital marketing has become an integral part of successful marketing campaigns. With the widespread use of the internet and social media, companies need to embrace online marketing techniques to reach a broader audience. Digital marketingstrategies include search engine optimization (SEO), content marketing, social media advertising, email marketing, and influencer marketing. These methods help businesses connect with potential customers, increase brand visibility, and generate leads.Another critical aspect of marketing is building and maintaining strong customer relationships. Customer relationship management (CRM) is a strategy that helps companies track and analyze customer interactions to improve their overall experience. By understanding customer preferences, addressing their concerns, and providing excellent customer service, companies can build loyalty and retain customers in the long run.In today's fast-paced and highly competitive market, companies need to stay ahead of their competitors by continuously enhancing their marketing strategies. This requires staying updated with the latest marketing trends and technologies, monitoring competitor activities, and adapting accordingly. Additionally, companies must be flexible and willing to adjust their marketing efforts as market conditions and customer preferences change.In conclusion, marketing plays a vital role in the success of any business. By understanding customer needs, developing an effective marketing mix, embracing digital marketing techniques, and building strong customer relationships, companies can maximize their potential and stay ahead of the competition. It is crucial for businesses to continuously improve their marketing strategies to remain relevant and meet the evolving demands of their target audience.继续发展相关主题-内容营销：内容营销是当下营销领域的一个重要策略。

营销英语作文Marketing is a dynamic and ever-evolving field that plays a pivotal role in the success of any business. It encompasses a wide array of strategies and tactics aimed at promoting and selling products or services. In this essay, we will explore the importance of marketing, its key components, and how it can be effectively utilized in the global marketplace.The Essence of MarketingMarketing is not just about selling; it's about understanding the needs and wants of the target audience and deliveringvalue that satisfies those needs better than the competition. It involves creating awareness, generating interest, and ultimately driving sales.Strategic PlanningA well-crafted marketing strategy is crucial for any business. It involves setting clear objectives, identifying the target market, and determining the best ways to reach them. This includes market research to understand consumer behavior and preferences, which is essential for tailoring marketing messages.Product PositioningEvery product or service needs to have a clear position inthe market. This involves defining the unique selling proposition (USP) that sets it apart from competitors. The USP should be communicated effectively through marketing campaigns to attract the right audience.Promotion and AdvertisingPromotion is the act of making customers aware of the product and persuading them to buy it. This can be done throughvarious channels such as traditional advertising, digital marketing, public relations, and personal selling. Eachmethod has its strengths and should be chosen based on the target audience and the product's characteristics.Customer Relationship Management (CRM)Building and maintaining strong relationships with customersis vital for long-term success. CRM involves collecting data about customers' interactions with a company and using that information to improve business relationships and drive sales growth.Digital MarketingWith the rise of the internet, digital marketing has becomean integral part of the marketing mix. It includes strategies like search engine optimization (SEO), social media marketing, email marketing, and content marketing. These methods help businesses reach a global audience and engage with them in a personalized way.Global MarketingIn today's interconnected world, businesses often operate on a global scale. Global marketing requires an understanding of cultural differences, legal regulations, and market dynamics in different countries. It's about adapting marketing strategies to meet the unique needs of various international markets.ConclusionMarketing is a complex field that requires a deep understanding of the market, the product, and the consumer. By employing strategic planning, effective promotion, and customer-focused approaches, businesses can build strong brands, attract and retain customers, and ultimately achieve success in the competitive marketplace.In conclusion, mastering the art of marketing is essentialfor any business looking to thrive in today's fast-paced and competitive environment. It's about more than just selling; it's about building relationships, understanding needs, and delivering value.。

服务营销策略随着市场竞争的日益激烈，越来越多的企业开始关注在其服务领域上的表现。

服务营销（Service Marketing）作为一种相较于传统营销战略而言更为细致和具有高度可见性的形态，使得企业在开展市场推广时能够更加了解消费者需求和市场动态等相关信息，从而为企业在市场竞争中赢得优势。

本文将从什么是服务营销、服务营销策略以及其应注意的问题三个方面来进行阐述。

什么是服务营销服务营销，简单来说就是通过提供好的服务来满足消费者和市场的需求，进而达到公司的理财目标。

与传统的产品营销不同，服务营销注重提供独一无二的、与众不同的体验和价值，努力让消费者感觉到在使用产品或服务时获得了个性化的关怀和照顾。

服务营销策略服务营销策略是一种以服务为核心的营销方案，它强调为消费者提供出众的服务以帮助品牌和产品脱颖而出。

一个好的服务营销策略包含以下四个方面的内容：1. 为消费者带来卓越的体验：卓越的服务体验是服务营销的核心，它基于品牌的特色和消费者需求为基础，通过创造和设计一系列全方位的服务来增强消费者的感官和情感体验，从而吸引他们对品牌的认知和好感度。

2. 建立与消费者的情感链接：服务营销的目的是建立品牌和消费者之间的情感联系。

该策略通过亲身体验来创造品牌价值，使消费者成为品牌的忠实拥护者，从而促进口碑营销。

3. 提供多样化的服务：发布多样化的服务，如在线客户支持、社交媒体、指南等，有助于满足消费者不同阶段、不同渠道和不同偏好的需求。

4. 不断创新：企业应采用创新和灵活性的方法，不断推出服务新项，以推进服务营销的发展。

该策略的重点在于持续创新并不断适应消费者的需求和市场变化。

应注意的问题服务营销策略虽然强调服务体验，但也需要注意以下几点：1. 网络安全和保护：在广泛使用数字服务的今天，网上欺诈和安全成为业界面临的主要问题之一。

因此，在服务营销的策略之外，还必须保护消费者互联网隐私和安全。

2. 发布虚假服务信息：与发布虚假的产品信息类似，通过虚假的服务信息来吸引消费者不仅是违反道德规范，还可能导致公司蒙受损失，并影响其信誉。