服務營銷

1. 服務營銷概述
服務給各行各業(yè)帶來的機遇和挑戰(zhàn)
服務營銷的概念和重要性

2. 行業(yè)競爭和客戶分析
市場動態(tài)和競爭優(yōu)勢分析
客戶需求分析
服務消費特點和要求

3. 建立服務產品和理念
設計并創(chuàng)造服務產品
設計并創(chuàng)造服務品牌
開發(fā)增值服務

4. 服務產品的分銷渠道
在服務環(huán)境下的分銷
選擇服務傳遞的模式
決定服務傳遞的地點和時間
在虛擬空間里傳遞服務

5. 服務的定價
有效定價是獲得財務成功的關鍵
定價戰(zhàn)略的3大影響要素
執(zhí)行服務定價策略

6. 服務營銷中的溝通
營銷溝通的作用
設立服務溝通的目標
營銷溝通組合

7. 在競爭性市場中尋求服務定位
聚焦是獲得競爭優(yōu)勢的基礎
確定目標市場和定位
評估和加強產品和服務的差異化

8. 實施可盈利的服務戰(zhàn)略
探究顧客忠誠
創(chuàng)造忠誠關系
減少顧客背叛的策略
有效的服務補救系統(tǒng)的原則
從顧客反饋和投訴中學習

9. 服務領導力
整合營銷是價值創(chuàng)造的核心
不斷對服務營銷變革和管理
創(chuàng)建服務營銷文化

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