服务营销赢未来提纲2013

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服务营销策划书模板3篇

服务营销策划书模板3篇篇一《服务营销策划书模板》一、执行摘要简要概述服务营销策划的核心内容、目标和预期成果。

二、市场分析1. 目标市场：明确服务的目标客户群体，包括其特征、需求和消费行为。

2. 市场规模与趋势：分析目标市场的规模、增长趋势以及影响市场的因素。

3. 竞争状况：评估竞争对手的优势、劣势和市场份额。

三、服务描述1. 服务内容：详细说明所提供的具体服务。

2. 服务特色与优势：突出服务的独特之处和相对于竞争对手的优势。

四、营销策略1. 定价策略：确定合理的服务价格。

2. 推广策略：包括广告、促销、公关等手段，以提高服务的知名度和吸引力。

3. 渠道策略：选择合适的销售和分销渠道。

五、服务运营1. 服务流程：设计高效、流畅的服务流程，确保客户满意度。

2. 人员培训：对服务人员进行专业培训，提升服务质量。

3. 设施与设备：保证必要的设施和设备的正常运行。

六、客户关系管理1. 客户满意度调查：定期开展调查，了解客户需求和意见。

2. 客户忠诚度计划：制定措施提高客户的忠诚度。

七、财务预算1. 营销费用预算：列出各项营销活动的费用预算。

2. 预期收益：预测服务营销带来的收入和利润。

八、风险评估与应对1. 识别可能面临的风险，如市场变化、竞争加剧等。

2. 制定相应的应对措施，降低风险的影响。

九、实施计划1. 明确各项任务的责任人和时间节点。

2. 制定监督和评估机制，确保策划的有效实施。

强调策划的重点和优势，对服务营销的成功充满信心。

篇二《服务营销策划书模板》一、执行摘要简要概述服务营销策划的目标、核心策略和预期成果。

二、市场分析1. 目标市场描述：包括目标客户群体的特征、需求和消费行为。

2. 市场规模和趋势：分析市场的现有规模和未来发展趋势。

3. 竞争态势：研究主要竞争对手及其优势和劣势。

三、服务描述1. 详细介绍所提供的服务内容和特点。

2. 强调服务的独特价值和优势。

四、营销策略1. 定价策略：确定合理的价格体系。

《服务营销》课程教学大纲

《服务营销》课程教学大纲一、课程信息二、课程目标通过本课程的学习，学生应具备以下几方面的目标:1.了解服务营销学科的发展史、服务营销的前沿问题和服务营销理论和实务的发展趋势。

2.理解服务、服务业的概念，把握服务市场的特征，了解我国服务市场的开放情况。

3.能够运用服务消费行为理论、服务营销理念、服务营销规划技能、服务市场定位理论，开展服务营销分析规划。

4.掌握服务营销组合的7P策略，包括产品策略、定价策略、分销渠道策略、促销策略、人员策略、过程策略和有形展示策略。

5.理解服务营销文化的含义，能够运用服务营销文化理论在服务企业中开展营销活动，提高企业竞争力。

6.熟悉服务绩效评估与控制的方法，具备打造良好服务利润链的能力。

7.熟悉网上服务工具和网上服务策略，能够为顾客提供良好的网上服务。

8.具备良好的沟通表达能力和人际交往能力，能够和顾客、企业内部人员建立良好的人际关系。

课程目标对毕业要求的支撑关系表三、教学内容与预期学习成效四、教学目标达成度评价教学目标的达成度通过课堂发言、分组讨论和案例分析进行综合考评；五、成绩评定课程成绩包括3个部分，分别为考试、考勤及课堂讨论发言、课后作业。

具体要求及成绩评定方法如下：总分（100%）=考试（60%）+ 考勤及课堂讨论发言（20%）+ 课后作业（20%）。

六、课程教材及主要参考书1. 建议教材叶万春.服务营销学（第三版）.北京：高等教育出版社，2014.2. 主要参考书（1）王超. 服务营销管理. 北京：中国对外经济贸易出版社，1999.（2）许晖. 服务营销. 北京：中国人民大学出版社，2015.（3）克里斯托弗·洛夫洛克，约亨·沃茨著；韦福祥等译. 服务营销（原书第7版）. 北京：机械工业出版社，2013.（4）瓦拉瑞尔A.泽丝曼尔，玛丽·乔·比特纳，德韦恩D.格兰姆勒著；张金成，白长虹等译。

服务营销（原书第6版）. 北京：机械工业出版社，2015.制订人：6。

怎样做好服务营销策划方案

怎样做好服务营销策划方案一、引言服务营销是指企业通过提供各种优质的服务来吸引客户、保留客户、满足客户需求的一种市场营销手段。

服务营销策划方案的目的是通过制定具体的策略和措施，来提高企业的服务水平和客户满意度，从而促进业务增长和品牌增值。

本文将结合市场营销、服务管理和品牌管理等相关理论，提出一套完整的服务营销策划方案。

下面将详细介绍策划方案的主要内容。

二、服务定位和目标客户1. 服务定位：服务定位是指明确企业要提供的服务类型、服务特点、服务定位，并与竞争对手进行差异化分析。

在制定服务定位时，需要综合考虑市场需求、企业自身实力和资源、竞争对手的优势劣势等因素。

2. 目标客户：明确目标客户是制定有效策略的前提。

通过市场分析和客户调研，确定潜在客户群体的特征和需求，进而确定目标客户，并制定相应的营销策略。

三、服务内容设计1. 服务品质：品质是服务的基本要素，对于服务行业尤为重要。

通过优化服务流程、提高服务效率、培训员工技能等方式，提高服务品质，并制定服务品质指标。

2. 补充价值：在提供基本服务的基础上，为客户提供附加的补充价值。

可以通过增加服务项目、提供个性化定制服务、建立会员制度等方式，提高客户体验和满意度。

3. 差异化服务：针对不同的目标客户群体，提供差异化的服务。

通过市场细分和个性化服务方案，满足客户的多样化需求，并增强竞争力。

四、营销渠道与推广策略1. 渠道选择：通过市场调研和竞争对手分析，选择适合目标客户的营销渠道。

可以选择线上渠道如互联网平台、社交媒体等，也可以选择线下渠道如实体店、销售团队等。

2. 推广策略：制定有效的推广策略，提高品牌知名度和美誉度。

可以通过广告宣传、公关活动、口碑营销等手段，吸引潜在客户的注意力，并转化为实际购买行为。

3. 客户关系管理：建立良好的客户关系，提升客户忠诚度。

通过建立客户数据库、定期跟进客户需求、提供优质售后服务等方式，增加客户黏性，促进二次消费和口碑传播。

服务营销工作规划范文

一、前言随着市场竞争的日益激烈，企业之间的竞争已经从产品竞争转向服务竞争。

为了提升企业竞争力，提高客户满意度，实现可持续发展，本部门特制定以下服务营销工作规划。

二、工作目标1. 提升客户满意度，将客户满意度提升至90%以上。

2. 增强客户忠诚度，使客户忠诚度达到80%以上。

3. 提高企业品牌形象，使企业品牌知名度提升至行业前10%。

4. 优化服务流程，提高服务效率，降低客户等待时间。

三、工作内容1. 客户需求分析（1）通过市场调研，了解客户需求，挖掘潜在需求。

（2）建立客户信息数据库，对客户需求进行分类、分析。

2. 服务产品规划（1）根据客户需求，设计具有竞争力的服务产品。

（2）优化服务产品组合，满足不同客户群体的需求。

3. 服务流程优化（1）梳理现有服务流程，找出瓶颈环节。

（2）针对瓶颈环节，提出优化方案，降低客户等待时间。

（3）制定服务流程标准，确保服务一致性。

4. 服务人员培训（1）加强服务人员业务培训，提高服务技能。

（2）开展服务意识培训，提升服务人员综合素质。

（3）建立服务人员考核机制，激励优秀员工。

5. 客户关系管理（1）建立客户关系管理体系，确保客户信息完整、准确。

（2）开展客户关怀活动，提高客户满意度。

（3）定期与客户沟通，了解客户需求，及时调整服务策略。

6. 品牌宣传推广（1）制定品牌宣传策略，提高企业知名度。

（2）利用多种渠道进行品牌宣传，扩大品牌影响力。

（3）开展线上线下活动，提升品牌美誉度。

四、实施步骤1. 第一阶段（1-3个月）：完成客户需求分析，制定服务产品规划，优化服务流程。

2. 第二阶段（4-6个月）：开展服务人员培训，实施客户关系管理，进行品牌宣传推广。

3. 第三阶段（7-9个月）：评估第一阶段实施效果，调整优化方案，继续推进各项工作。

4. 第四阶段（10-12个月）：总结第一阶段至第三阶段实施成果，制定下一阶段工作计划。

五、保障措施1. 加强组织领导，明确各部门职责，确保工作顺利进行。

2-1《门店服务赢销》(服务赢得销售)课程大纲(萧弘,2天课程)

终端门店服务“赢”销【课程背景】：服务营销首先是要通过优质的产品和服务满足客户的期望值，得到客户满意度的提升。

客户的满意度最大来源于在体验过程中享受到的服务。

如今市场越来越细分，终端竞争越来越激烈残酷，产生了很多问题，很多问题其实属于服务营销问题》》》为什么客户远观就是不进店？为什么门店客户流量大而进店率低？为什么门店促销效果不好？为什么客户转一圈就走？缺乏体验感还是安全感？为什么导购挖不出客户的隐性需求？为什么导购员招架不住客户提出的异议？为什么导购连带销售水平低，客单价一直上不去？为什么客户会被一个小的服务流程环节激怒？搞好销售才是王道。

门店业绩不上，十有八九是服务营销做得不好。

【课程特色】：本课程以服务营销为基础理论支撑，以情境教学模式为设计基础，研究了多种面对面服务营销案例，浓缩多种销售训练精华，并加入很多企业销售实战经验，集训练、娱乐为一体的轻松学习环境，采用最新互动、体验式培训模式，通过训练和互动，让学员快速掌握销售技能，从而帮助快速提升业绩！活动中将用到游戏互动、案例分析、视频教学、角色演练、头脑风暴、小组讨论等，通过训练让学员掌握一个策略、一种方、一套技巧、一组工具。

【课程目标】：1、掌握人员管理与激励的方法；2、掌握与客户建立信任关系的技巧；3、掌握门店吸客的引流、分流和截流方法4、了解消费者心理学和消费者心理模式；5、了解促销手段的应用；6、掌握店面规划布局方法7、熟悉产品陈列规则。

8、了解网络营销常用技巧【课程对象】：门店导购员、营业员、店长、门店管理人员、渠道（零售）经理。

【课程时间】：2天，6小时/天【课程简纲】：导入：基础理念与挑战规则门店篇：门店吸客规则；产品篇：产品有效陈列；促销篇：广告促销管理；价格篇：定价售价策略；人员篇：团队激励管理；服务篇：服务促进销售。

【课程大纲】：门店篇：门店吸客规则一、门店规划布局原则1、客户流向最大化2、空间设置合理化3、产品分区功能化4、装修装饰规范化二、如何让门店吸客指数高？1、充分突出立地效果2、利用良好可视性作店面形象处理3、利用交通条件让客户不知不觉接近4、加强门店空间效果吸客观望三、如何让客户想进店？1、突出品牌的企业VIS应用2、新颖的建筑形态装饰3、产品包装、宣传与促销活动4、店内布置吸引客户4.1店内可感知元素活用4.2颜色4.3灯光4.4温度4.5宣传POP/DM4.6音乐产品篇：产品有效陈列一、什么叫有效的产品陈列？1、关注产品时效性2、产品属性的利用3、产品的关联性利用4、产品的卖点利用二、端架如何有效陈列？三、中央岛如何有效陈列？四、堆头如何有效陈列？五、收银处如何有效陈列?促销篇：广告促销管理一、店内销售、外拓销售和网络营销怎么做？1、店内店外的媒体媒介促销2、外拓促销活动3、网络营销出奇制胜网络广告营销搜索引擎营销微博营销微信营销团购营销电子邮件营销二、365日促销管理1、常见促销模式（开业、周年庆、节假日、特价、服务、折价、会员制等促销）2、常用促销工具（限时、积分、均价、优惠、样品、旧换新、返还、POP、抽奖、量感陈列、现场演示、体验等促销工具）三、促销人员管理1、促销人员结构与配置2、促销人员招聘与培训3、促销人员基本工作流程4、促销人员分配与奖励四、促销效果管控与评估1、评估方法2、效果评估表格与工具价格篇：定价售价策略一、商品价格管理1、商品定价2、商品降价处理3、商品进价上调或下调4、商品售价策略二、如何让产品充满吸引力？1、产品吸引力模型2、突出品牌的产品商标运用3、吸引眼球的产品包装设计4、进了店就想购买的产品陈列三、如何不只是卖产品价格？1、竞争关系与产品策略2、抓信客户心理的产品定价3、永远吸引客户的心理价格4、卖产品卖的是价值人员篇：团队激励管理一、如何让店内员工招客户喜欢？1、员工礼仪形象2、员工素质3、员工心态观念4、员工销售技巧（快速成交技巧）二、团队激励管理1、文化理念留心2、团队目标激人3、薪酬待遇养身4、分配激励励志5、制度流程约束6、监督机制保障三、手机终端门店目标管理1、门店经营指标的解码与分工2、目标管理的步骤与原则3、计划执行的要素和时间管理4、与店长沟通的方法论、技巧与工具分享：门店目标管理工具服务篇：服务过程销售一、客户进店至离开的服务全景图二、服务三阶段：人流、客户流、业务流1、人流阶段必做的服务动作2、客户流阶段必做的服务动作3、业务流程阶段必做的服务动作三、服务过程客户核心需求四、服务全过程16个关键时刻核心需求关键时刻1：客户寻找关键时刻2：到达关键时刻3：厅前关键时刻4：进店关键时刻5：环境关键时刻6：徘徊关键时刻7：客户咨询关键时刻8：业务体验关键时刻9：辅助服务关键时刻10：购买关键时刻11：排队等候关键时刻12：办理沟通关键时刻13：办理等待关键时刻14：办理结果关键时刻15：争议关键时刻16：离开。

服务营销技巧范文

服务营销技巧范文服务营销技巧是指企业通过提供优质的服务，来吸引和留住客户，并提升客户对企业的忠诚度。

在竞争激烈的市场环境中，良好的服务质量和服务体验是企业获得竞争优势的重要因素。

下面是一些常用的服务营销技巧，帮助企业提升服务质量和实现营销目标。

1.理解客户需求：了解客户的需求是成功的关键。

通过市场调研、数据分析等手段，深入了解客户的偏好、购买习惯和需求，从而提供更符合客户期望的服务。

3.培养服务意识：将服务视为企业的核心价值和差异化竞争优势。

培养员工对服务的敬业精神和责任意识，提高他们的服务技能和专业素养。

4.提供个性化服务：个性化服务能够满足客户的个体需求，提升客户体验。

通过使用客户关系管理（CRM）系统和精准营销技术，收集和分析客户数据，定制个性化的服务方案。

5.建立信任关系：在服务营销过程中，信任是核心因素之一、通过卓越的服务质量、及时的售后服务、诚实和透明的沟通，建立起与客户的信任关系。

6.团队协作：服务营销涉及到多个部门和员工的协作。

建立一个团队合作的文化，鼓励各部门之间的信息共享、互助和支持，确保客户可以获得一致的高质量服务。

7.不断创新：服务是不断变化和发展的。

企业需要关注市场和客户的变化，进行不断的创新和改进，以适应市场需求的变化，提供新颖的服务体验。

8.与客户建立长期关系：服务营销不只是单次交易，更要建立长期的合作关系。

通过定期的客户回访、客户满意度调查，与客户建立长期关系，提升客户的忠诚度。

9.培养品牌形象：企业的品牌形象是客户选择和信任的主要依据之一、通过传递一致的品牌理念、提供满足客户期望的服务，建立起良好的品牌声誉和形象。

10.响应客户反馈：客户的反馈对于企业改善服务质量至关重要。

及时回应客户的投诉和意见，并采取积极措施解决问题，树立企业的责任感和敬业精神。

总之，服务营销技巧是企业实现营销目标和提升竞争力的重要手段。

通过了解客户需求、提供个性化服务、建立信任关系等方式，企业能够不断提升服务质量，满足客户的需求，提升客户的忠诚度。

《服务营销》教学大纲13页word文档

《服务营销》教学大纲课程名称：服务营销英文名称：Service Marketing总学时：32 理论学时：32 实验学时：无总学分：2一、课程介绍（一）教学目的和基本要求全面了解课程的体系、结构，对服务营销学有一个整体认识；2.树立以顾客需要为中心的服务营销观念，并以此观念为指导去研究和解决市场营销实际问题；3.掌握学科的基本概念、基本原理和基本方法，包括国内外服务营销理论与实践的最新发展；4.紧密联系实际，学会分析案例，解决实际问题，把学科理论的学习融入对经济活动实践的研究和认识之中，切实提高分析问题、解决问题的能力。

（二）内容提要近年来，服务业的发展非常迅猛，服务业在全球经济中的主导性不断增强。

无论是在国际市场还是在国内市场，企业都面临服务竞争。

如果企业能向顾客提供优质的服务，与顾客建立起良好的长期关系，就能促使顾客不断地重复购买，从而为企业带来源源不断的利润。

越来越多的企业认识到服务的重要性，把服务视为维系顾客的关键所在，并通过服务营销管理来构建企业持久的竞争优势。

随着服务市场竞争的不断加剧，如何对服务进行营销和管理，成为许多企业关注的重点，服务营销的重要性日益突出。

本课程结合北美学派和北欧学派的最新研究成果，以国际公认的服务质量差距模型作为基本框架，围绕如何提高服务质量这一核心问题，从了解顾客服务期望、设计服务和流程、传递服务和履行服务承诺来展开论述，系统地介绍了顾客行为、顾客关系、服务补救、服务设计与标准、服务流程、有形展示、服务营销人员、服务供需管理、服务分销、服务定价等内容，还增加了电子服务营销和体验营销等服务营销领域中的前沿知识，并结合大量鲜活案例和课堂实训来增强学生对理论知识的实际应用。

（三）课程性质专业课（四）适用对象工商管理、物流管理等专业（五）预修课程市场营销、经济学、管理学、统计学等（六）参考教材1. 《服务营销（第六版）》，克里斯托弗·洛夫洛克，约亨·沃茨著，谢晓燕，赵伟韬译，中国人民大学出版社，2010年第一版。

《服务营销》大纲

《服务营销》课程教学大纲课程名称：服务营销课程编码：学分：3总学时: 48适用专业：营销及管理相关专业先修课程：市场营销一、课程的性质、目的与任务《服务营销学》课程是教育部“高等教育面向21世纪教学内容和课程体系改革计划”的研究成果，是面向21世纪课程，也是高等学校工商管理类专业主干课程。

作为整个市场营销课程体系的一个重要分支，《服务营销学》专门研究服务营销的普遍规律和策略技巧。

本课程按照服务营销内在的联系和顺序，概述了服务的发展历史，服务和服务营销的特征和导向；以外向的视角，以客户为中心，分析了服务营销的市场；在明确市场要求的基础上，有针对性地介绍了服务适应环境，争取市场的具体营销战略与策略。

服务渗透在人们生活中的方方面面，21世纪新的就业机会几乎完全由服务业来创造。

服务营销学从思维方式、营销理念到操作方法、策略技巧都有适合新领域、新行业的诸多创新。

因此，服务营销不只适用于服务领域，应该把服务市场的思维方式、营销理念应用到新领域、新行业。

本课程的先修课程主要有《管理学原理》、《市场营销学》、《国际市场营销》等。

本课程的后续课程主要有《客户关系管理》、《消费者行为学》等。

二、教学基本要求1、将市场营销学的理论和方法运用到服务营销学中来，并且根据服务所有的特性，掌握别具特色服务营销策略和技巧，如人员策略、过程控制策略、有形展示策略等。

2、服务营销是一门实践性很强的应用科学，这就要求在课堂教学中，理论讲授要与案例分析、市场调查、营销策划等多种形式的实践性教学环节相配合，在教学过程中强调技能性训练，以培养学生的实际操作能力和分析问题、解决问题的能力。

三、教学内容（一）第一章服务营销概述（2学时）1、教学内容服务的内涵和分类、服务的基本特征、服务营销的策略体系、服务营销的特点和流程、服务营销导向、服务营销组合。

2、基本要求掌握服务的基本特性、服务的分类和服务业的分类、服务营销组合的构成要素。

了解客户满意导向、关系营销和客户价值导向。

服务营销方案经典范文

服务营销方案经典范文标题：为优质服务而创造价值，服务营销经典方案一.前言在当今竞争激烈的市场环境下，企业要想取得长期的竞争优势，仅仅依靠产品的质量和技术的创新已经远远不够。

因此，服务营销作为企业提升核心竞争力的重要手段，愈发受到广大企业的重视。

本文旨在提出一套经典的服务营销方案，使企业能够通过提供优质的服务，创造更大的价值。

二.概述1.理解服务营销：服务营销是一种通过提供满足顾客需求的优质服务，来建立并增强顾客忠诚度、增加市场份额并提高企业利润的营销办法。

它包括了多个环节，涵盖了从顾客接触到售后服务的全过程。

2.价值创造：服务的核心是为顾客创造价值。

通过满足顾客的需求、提供差异化的服务和建立良好的顾客关系，企业能够获得顾客的认可和回报。

三.服务营销方案1.了解顾客需求：通过市场调研和数据分析等手段，深入了解顾客的需求、喜好和购买习惯，为之后的服务设计提供依据。

2.设计差异化服务：根据不同的顾客群体和需求，精心设计差异化的服务。

例如，提供个性化定制服务、增加售后保障等，以满足不同顾客的需求。

3.培训专业团队：投资培训专业的服务团队，提高他们的专业技能和服务意识。

通过建立服务标准和流程，确保每位员工能够提供一致且优质的服务。

4.强化沟通与互动：通过与顾客的沟通和互动，了解他们的反馈和意见。

通过建立顾客关系管理系统，及时回应顾客的问题和需求，增强顾客对企业的忠诚度。

5.质量监控和改进：建立质量监控体系，定期对服务质量进行评估和改进。

通过收集顾客的反馈和评价，找出存在的问题并及时改进，提高服务质量和顾客满意度。

6.建立合作伙伴关系：与相关产业链上的合作伙伴进行合作，共同提高服务质量和效率。

例如，与供应商建立长期合作关系，确保原材料的质量和供应的稳定性。

四.实施计划1.第一年：a.进行市场调研，了解顾客需求和竞争对手情况；b.设计差异化服务，并建立服务团队；c.建立顾客关系管理系统，引入定期顾客调研机制；d.培训服务团队，制定服务标准和流程。

服务营销复习大纲及答案

服务营销复习大纲一、名词解释 1、服务：服务是具有无形特征却可给人带来某种利益或满足感的可供有偿转让的一种或一系列活动。

2、关键时刻：感知的质量是在服务提供者和顾客在竞技场上相遇的那一关键时刻实现的，在那个时刻他们非常独立，正是企业代表所使用的技巧、激励和手段同客户的期望和行为一起创遣了服务传递这个过程(在服务过程中，顾客与雇员接触的时间。

) 3、目标市场：是企业从范围更大的市场中选择出来的一个细分市场。

4、定位：就是为一个组织和它提供的每一个产品在市场上建立和维护一个独特的地位。

5、收益管理：就是在一段时期内从每个单位的生产能力中取得尽可能高的收益。

同时，收益管理策略也旨在从无论何处的易损耗的能量单位中获得一些收益。

因此了解任何特定时间的顾客组合，避免以低于现有顾客愿意支付水平的价格出售每一单位的服务。

6、资产创造收益的效率（ARGE）指数：用生产能力利用率乘以收益百分比。

（收益百分比：每单位服务实际的平均价格和每个单位服务所可能收取的最高价格之间的关系）7、价值关系：是这样一种关系，顾客从中得到了价值，因为从服务传递中得到的利益大大超过了与获取服务相关的成本；对于企业而言，这种关系在一段时期内在财务上具有盈利性，并且服务顾客的收益可能超过收人本身，包括从同顾客一起工作中获得的知识这样一些无形的收益。

8、预定：采用预订系统有利于对服务进行预售。

从理论上说，免除顾客排队可使顾客受益，还能帮助服务企业平衡生产能力，保证每一个时点上的服务都能实现；可以把需求从第一选择的时间转移到更早或更晚的时间，甚至还可以把需求从第一选择的地点转移到其他地点。

然而，当顾客没有事先表明他们的需求或服务企业超额预订的时候，就会产生问题。

9、市场空间：电子渠道的拓展正从根本上改变着营销的特征。

顾客同供应者只在固定时间、固定地点发生的面对面接触正在变成随时随地都可以发生接触。

传统市场中有形买者和有形卖者之作用已经消失了。

10、净价值是指所有被感知的利益（毛价值）减去所有被感知的成本的总和二、简答题（一）、商品和服务之间的一般差异有哪些？⒈产品的性质⒉生产过程中顾客的参与⒊人作为产品的一部分⒋质量控制问题⒌顾客评价更困难⒍服务没有存货⒎时间因素的重要性⒏不同的分销渠道（二）、服务的分类有哪些？这些分类在营销上有哪些启示？⒈服务活动的性质服务的直接接受者是谁或什么？服务行为的本质是人物体什么针对人的身体的服务针对实体的服务有乘客运输医疗保健货物运输货物运输形住宿美容院仓储/保存看门服务行物理治疗健身中心零售分销洗衣和干洗为餐馆/酒吧理发加油景观/草地保养针对人的头脑的服务针对无形资产的服务无广告/公关艺术和娱乐管理咨会计银行形询教育数据处理数据传递行信息服务音乐会保险法律服务为心理治疗宗教程序编写证券投资营销上的启示1、服务利益：对于营销人员来说，关键是要清楚地了解服务提供给其使用者的特定利益是什么？2、顾客行为和经历：顾客满意度将受以下这些因素的影响：同服务人员的接触；服务设施的外观和特色；同自助服务之间的相互作用；其他顾客的性格和行为。

营销策划方案提纲

营销策划方案提纲一、背景介绍随着市场竞争的加剧，企业在推广产品或服务时需要制定有效的营销策划方案，以吸引目标客户并提高销售额。

本文将提供一份详细的营销策划方案提纲，以帮助企业制定全面且有针对性的营销策略。

二、目标客户分析1. 目标客户群体的定义：根据产品或服务的特点和定位，明确目标客户群体的特征、需求和购买能力。

2. 目标客户群体的细分：根据不同的特征和需求，将目标客户群体进一步细分，以便更好地制定针对性的营销策略。

三、竞争对手分析1. 竞争对手的定位和特点：分析竞争对手的产品或服务定位、品牌形象、市场份额等，以了解其优势和劣势。

2. 竞争对手的营销策略：研究竞争对手的市场推广活动、广告宣传、促销策略等，以便制定差异化的营销策略。

四、产品定位与差异化策略1. 产品特点与优势：明确产品或服务的特点、功能、优势，以及与竞争对手的差异化之处。

2. 产品定位：根据目标客户的需求和市场竞争情况，确定产品的定位和目标市场。

五、市场推广策略1. 品牌建设：制定品牌建设的策略和计划，包括品牌形象设计、品牌传播渠道选择等。

2. 广告宣传：确定广告宣传的媒体渠道、内容和形式，制定广告投放计划。

3. 促销策略：制定促销活动的类型、时间和地点，包括特价促销、赠品促销、抽奖活动等。

4. 渠道拓展：评估现有渠道的效果，制定渠道拓展计划，包括寻找新的销售渠道、合作伙伴等。

六、销售预测与预算1. 销售预测：根据市场需求、竞争对手情况和产品定价等因素，预测未来一段时间内的销售额。

2. 营销预算：根据营销活动的具体内容和执行计划，制定营销预算，包括广告费用、促销费用、渠道费用等。

七、执行与监控1. 营销执行计划：制定具体的营销执行计划，包括活动时间表、责任分工、执行措施等。

2. 监控与评估：设立监控指标，定期评估营销活动的效果，及时调整策略和计划。

八、风险评估与应对措施1. 市场风险评估：分析市场竞争、经济环境、法律法规等因素对营销活动的影响，评估可能存在的风险。

服务营销策划书模板3篇

服务营销策划书模板3篇篇一服务营销策划书模板一、前言（一）策划背景（二）策划目的（三）策划意义二、服务营销环境分析（一）市场分析1. 市场规模2. 市场增长趋势3. 市场份额分布（二）竞争对手分析1. 主要竞争对手2. 竞争对手的优势和劣势3. 竞争对手的市场策略（三）消费者分析1. 消费者需求2. 消费者行为3. 消费者满意度（四）服务产品分析1. 服务产品特点2. 服务产品优势3. 服务产品劣势三、服务营销策略（一）服务产品策略1. 服务产品定位2. 服务产品差异化3. 服务产品创新（二）服务价格策略1. 定价目标2. 定价方法3. 价格调整策略（三）服务渠道策略1. 服务渠道选择2. 服务渠道管理3. 服务渠道拓展（四）服务促销策略1. 促销目标2. 促销方式3. 促销预算（五）服务人员策略1. 服务人员招聘2. 服务人员培训3. 服务人员激励（六）服务过程策略1. 服务流程设计2. 服务质量控制3. 服务补救措施四、服务营销实施计划（一）组织与管理1. 组织结构2. 人员配备3. 职责分工（二）营销进度安排1. 营销活动时间安排2. 营销活动地点安排3. 营销活动内容安排（三）营销预算1. 营销费用预算2. 营销收入预算3. 营销利润预算五、服务营销效果评估（一）评估指标1. 服务质量评估指标2. 服务满意度评估指标3. 市场份额评估指标4. 利润评估指标（二）评估方法1. 问卷调查法2. 访谈法3. 观察法4. 统计分析法（三）评估时间1. 定期评估2. 不定期评估六、结论与建议（一）结论（二）建议篇二服务营销策划书一、策划背景（简要介绍服务的背景、市场情况和目标受众）二、服务概述（详细描述服务的内容、特点和优势）三、目标市场（分析目标市场的规模、需求、竞争情况等）四、服务定位（确定服务在市场中的定位，如高端、中端或经济型）五、营销目标（明确营销活动的具体目标，如提高知名度、增加销售额等）六、营销策略（制定具体的营销策略，包括产品策略、价格策略、渠道策略和促销策略等）1. 产品策略：服务创新：不断改进和创新服务，以满足客户的需求和期望。

《服务营销》课程教学大纲模版英文版

Syllabus of《Service Marketing》Course Name：Service Marketing Course Code：Credits：2 Total Credit Hours：32Lecture Hours：32 Experiment Hours：0Programming Hours：0 Practice Hours：0Total Number of Experimental (Programming) Projects 0 ,Where, Compulsory ( 0 ), Optional ( 0 ).School：School of BusinessTarget Major：Business AdministrationⅠ、Course Nature & Aims"Service Marketing" is a professional elective course for marketing majors, which has strong applications. Service marketing is a course focusing on the specific characteristics of service industry and enterprise service activities, focusing on researching service products, service activities and their particularities. The course has strong practicality and skill, involving services, service markets, service consumption behavior, customer expectations and service commitments, service research, service strategy, tangible display and service links, service quality and other content.Through studying this course, students are able to master the basic connotation of service marketing, related concepts, research objects and research categories, distinguish the difference in content and marketing mix elements between service marketing and marketing, master the basic elements of service marketing mix, understand the characteristics of service consumption behavior, establish the correct concept of service marketing, understand the concept and components of service quality, measurement of service quality, and management of service quality. On the basis of theoretical study, students are able to connect with reality and engage in service industry marketing activities or participate in enterprise marketing service activities.Ⅱ、Course Objectives1. Moral Education and Character Cultivation.Through studying the "Service Marketing" course, students are required to learn the relevant theories of service marketing and master service marketing related skills, so as to fully understand and master the relevant knowledge of the "Service Marketing" course. Through the explanation of the development history of service marketing and the establishment of related theories and concepts, students are expected to understand how previous scholars at home and abroad thought about the process of service marketing development, how to overcome the obstacles encountered, and help students establish scientific thinking methods and the courage to face challenges in work. From the perspective of the role of service marketing disciplines in the development ofinnovation-driven development in China, with the research work of outstanding contributors as the carrier, the education of socialist core values is integrated into the teaching content of the course and all links of the entire teaching process, highlighting value guidance, knowledge transfer and ability training to help students correctly understand the laws of history, accurately grasp the basic national conditions, grasp the scientific world outlook, methodology, and promote the establishment of a correct world outlook and values.2. Course ObjectivesThrough the study of this course, students' qualities, skills, knowledge and abilities obtained are as follows：Objective 1. Understanding the concept, characteristics and service marketing mix, and the service quality gap model.（Corresponding to Chapters 1-2, supporting for graduation requirements index 1.1 The concept of service marketing; 1.2 The characteristics of services; 1.3 The service marketing mix; 1.4 The service quality gap model; 1.5 The customer gap; 1.6 The supplier gap）Objective 2. Grasping the customer's expectation and perception of services. (Corresponding to chapters 3-4, supporting the graduation requirement index point, supporting for graduation requirements index 2.1 Service Expectations; 2.2 Factors Affecting Service Expectations; 2.3 Customer Perception; 2.4 Consumer Satisfaction; 2.5 Service Quality）Objective 3.Understanding feedback from customers through research, building customer relationships, and service recovery.（Corresponding to Chapters 5-7, supporting for graduation requirements index 3.1 Elements of The Market Survey Plan; 3.2 Analysis and Research of Market Survey Results; 3.3 Relationship Marketing; 3.4 Customer Relationship Value; 3.5 Relationship Development Strategies; 3.6 Service Recovery; 3.7 Service Commitment）Objective 4.Understanding service innovation and design, customer-defined service standards, and tangible display and service scenarios.（Corresponding to chapters 8-10, supporting for graduation requirements index 4.1 Service Innovation and Design; 4.2 Types of Service Innovation; 4.3 Service Blueprints; 4.4 Types ofCustomer-Defined Service Standards; 4.5 Customer-Defined Development; 4.6 Tangible Display; 4.7 Services the Strategic Role of the Scene）Objective 5.Understanding the role and management needs of employees and customers in service delivery. (Corresponding to chapters 11-13, supporting for graduation requirements index 5.1 Service Culture; 5.2 The Key Role of Front-Line Service Personnel; 5.3 Customer-Oriented Service Delivery; 5.4 Customer Role; 5.5 Customer Participation; 5.6 Demand Fluctuation Law; 5.7 Ability and Demand Matching Strategy）Objective 6.Understanding the pricing of integrated marketing communication and services. (Corresponding to chapters 14-15, supporting graduation requirement index 6.1 Five Strategies for Matching Service Commitment and Service Delivery; 6.2 Service Pricing Methods; 6.3 Pricing Strategies Related to Four Value Definitions) Objective 7. Understanding the financial and economic significance of services. (Corresponding to Chapter 16, supporting the graduation requirement index 7.1 Aggressive Marketing Role of Service; 7.2 DefensiveMarketing Role of Service; 7.3 Customer Service Quality Perception and Purchase Willingness; 7.4 Key Driver of Service Quality, Customer Retention and Profit)3. Supporting for Graduation RequirementsThe graduation requirements supported by course objectives are mainly reflected in the graduation requirements indices: professional competence, decision-making ability, and problem analysis ability, as follows:Supporting for Graduation RequirementsⅢ、Basic Course ContentChapter 1 Introduction to Services (Supporting Course Objectives 1.1 Concept of Service Marketing; 1.2 Characteristics of Services; 1.3 Service Marketing Mix)1.1 What is a service1.2 Why study service marketing1.3 Service and technology1.4 Features of the service1.5 Service marketing mix1.6 Always pay attention to customersTeaching Requirements: Through the study of the first chapter service introduction course, students are required to grasp the connotation of service, clarify the important development trend of service, understand the society's need for special service marketing concepts and practical knowledge, and why this need has been rapidly developed and accelerated expansion. Familiarize and discuss the profound impact of technology on services, grasp the four characteristics of services (intangibility, heterogeneity, synchronization of production and consumption, perishability) and understand the basic differences between general services and products and its impact on the service industry Corresponding challenge.Key Points：Concept and characteristics of service and service marketing; service marketing and marketing relationship, service marketing mixDifficult Points：Characteristics of service marketingChapter 2 Service Quality Gap Model (Supporting Course Objectives 1.4 Service Quality Gap Model; 1.5 Customer Gap; 1.6 Supplier Gap)2.1 Customer gap2.2 Supplier gap2.3 Integrating all factors: bridging all gapsTeaching Requirements:Through the study of the service quality gap model in Chapter 2, students are required to master the service quality gap model and use it as the organizational framework of this course; understand the concept of customer gap and supplier gap; understand and clarify the service quality gap model for organizational understanding Service quality is a useful framework; mastering the most important service quality gap is the final customer gap, that is, the difference between customer expectations and perceptions; requires proficiency in the respective factors affecting the four supplier gaps.Key Points：Customer gap; Supplier gap; Bridging all gapsDifficult Points：Customer gap; Supplier gap; Bridging all gapsChapter 3 Customer Expectation of Service (Support Course Objectives 2.1 Service Expectation; 2.3 Factors Affecting Service Expectation)3.1 Service expectations3.2 Factors affecting customer service expectations3.3 Some issues related to customer service expectationsTeaching Requirements:Through the study of customer expectations of services in Chapter 3, students are required to master the concept of service expectations and types of service expectations, as well as understand the concept of tolerance domains and master the sources that affect ideal services and appropriate services; The consumer is still an organization consumer. For pure services or product-related services, for experienced or inexperienced customers, the types and sources of customer expectations are similar; know the five most frequently mentioned about customer expectations problem.Key Points：Service expectations, factors that affect customer service expectations, and some issues related to customer service expectationsDifficult Points：Factors affecting customer service expectationsChapter 4 Customer's perception of service (supporting course objectives Section 2.3 Customer perception;2.4 Consumer satisfaction; 2.5 Service quality)4.1 Customer perception4.2 Consumer satisfaction4.3 Quality of service4.4 Customer energy4.5 Service contact: the basis of customer perceptionTeaching Requirements:Through the study of Chapter 4 (Customer Perception of Service), students are required to understand how to affect customer perception of service, and the relationship between customer satisfaction, service quality and personal service contact; grasp the importance and definition of servicesatisfaction And important influencing factors; master the basic knowledge about services and five key dimensions: reliability, responsiveness, empathy, safety, tangibility; understand the impact of service contact or "real moment" on customer perception, Importance and type.Key Points：Service perception, customer satisfaction, service quality, service contactDifficult Points：Service perception, customer satisfaction, service qualityChapter 5 How to Investigate and Listen to Customers (Supporting Course Objectives Section 3.1 Market Research Plan Elements; 3.2 Analyzing and Researching Market Research Results)5.1 Apply customer surveys to understand customer expectations5.2 Effective service market survey plan5.3 Analysis and research of market survey results5.4 Using market research information5.5 Upward communicationTeaching requirements:Through the study of Chapter 5 (How to Investigate and Listen to Customers), students are required to understand how to understand customer service expectations and perceptions through market surveys; be familiar with the types and guidelines of customer surveys in the service industry; understand how to apply customer survey information In the service industry; master the strategies that can promote company managers to interact and communicate with customers; be familiar with the methods that service companies can promote the interaction between management and front-line contacts, and make sure that market research is to bridge the gap between customer expectations and customer expectations .Key Points：Types of customer research, market research plan, application of market research results, upward communicationDifficult Points：Using market research to identify customer gapsChapter 6 Building Customer Relationships (Supporting Course Objectives; 3.3 Relationship Marketing; 3.4 Customer Relationship Value; 3.5 Relationship Development Strategies)6.1 Relationship Marketing6.2 Customer value relationship6.3 Customer profitability segmentation6.4 Development Relationship Strategy6.5 Relationship ChallengeTeaching requirements:Through the study of Chapter 6 (Building Customer Relationships), students are required to master the concepts and objectives of relationship marketing and the benefits of long-term relationships for customers and companies; understand the reasons and methods for estimating the value of customer relationships; master customers The concept of profitability subdivision, and use it as a strategy for gathering relationship marketing efforts; familiar with the strategy of relationship development, including: quality coreservices, conversion barriers, and relationship connection; familiar with the challenges of relationship development, including the still controversial The view that customers are not always correct.Key Points：Relationship marketing, customer value relationship, customer profitability analysis, relationship development strategyDifficult Points：Relationship marketing, customer value relationshipChapter 7 Service Remedy (Support Curriculum Objectives Section 3.6 Service Remedy; 3.7 Service Commitment)7.1 Service errors and impact of remediation7.2 Customer response to service errors7.3 Service recovery strategy: appease customers7.4 Service remedies: problem solving7.5 Service commitment7.6 Replacement or acceptance of service remedyTeaching requirements:Through the study of Chapter 7 (Service Remediation), students are required to understand the importance of remediating service errors in retaining customers and building loyalty; understand the nature of customer complaints and why some people complain. No complaints from people; master what customers expect from customers during the service complaint process, and what kind of response they expect when they complain; master some effective service remedy strategies, including reassuring customers and solving problems when service errors occur Method; understand what is service guarantee, guaranteed benefits and when to use service guarantee.Key Points：Service errors, service response to service errors, service remediation strategies, service remedial measuresDifficult Points：Service errors, service remediation strategies and measuresChapter 8 Service Innovation and Design (Support Course Objectives Section 4.1 Service Innovation and Design; 4.2 Types of Service Innovation; 4.3 Service Blueprints)8.1 Challenges of service innovation and design8.2 Important considerations for service innovation8.3 Types of service innovation8.4 Procedures for service innovation and development8.5 Service blueprint: an important technique for effectively describing service innovation and designTeaching requirements: Through the study of Chapter 8 (Service Innovation and Design), students are required to understand the challenges of service innovation and design; master the main types of service innovation, including service provision innovation, customer-centric innovation and service solution innovation; Understand the importance of service customers and employees in service innovation, and be able to use servicedesign thinking for service innovation; understand the stages and unique elements of the service innovation and development process; understand the value of service blueprints and master the development and reading of service blueprints Ability.Key Points：Service innovation and design challenges, service innovation types, service innovation and development steps, service blueprintsDifficult Points：Types of service innovation, service blueprintsChapter 9 Customer-defined service standards (support course objectives; 4.4 types of customer-defined service standards; 4.5 customer-defined development)9.1 Essential factors for establishing appropriate service standards9.2 Types of customer-defined service standards9.3 Development of customer-defined service standardsTeaching requirements: Through the study of Chapter 9 (Customer-Defined Service Standards), students are required to be proficient in the enterprise-defined service standards and customer-defined service standards, and understand the difference between them; familiar with various one-time amendments and Customer-defined hard and soft service standards; understand the key role of service contact in the development of customer-defined service standards; understand how to convert customer expectations into definable, repeatable, and operable service behaviors and activities; master customer definitions Procedures for service labeling.Key Points：Necessary factors for establishing appropriate service standards, types of customer-defined service standards, and developmentDifficult Points：Types and development of customer-defined service standardsChapter 10 Tangible Display and Service Scenario (Support Curriculum Objectives 4.6 Tangible Display; 4.7 Strategic Role of Service Scenario)10.1 Tangible display10.2 Types of service scenarios10.3 The strategic role of service scenarios10.4 Theoretical framework of the impact of service scenarios on customer and employee behavior10.5 Principles of tangible display strategiesTeaching requirements: Through the study of Chapter 10 (Tangible Display and Service Scenarios), students are required to be able to master the impact of tangible display, especially service scenarios on customer perception and experience; understand the differences between various service scenarios and the role of service scenarios And its strategic revelation; grasp the theoretical framework based on marketing, organizational behavior and environmental psychology to explain why service scenarios affect the behavior of employees and customers; familiar with the environmental elements of tangible display, including surrounding price adjustment, spatial layout and function, and signs and symbols And art products.Key Points：Tangible display, the strategic role of service scenarios, the theoretical framework of the impact of service scenarios on customer and employee behavior, the principles of tangible display strategies Difficult Points：The theoretical framework of the impact of service scenarios on customer and employee behaviorChapter 11 Staff Roles in Service Delivery (Support Course Objectives 5.1 Service Culture; 5.2 Key Role of Frontline Service Staff; 5.3 Customer-Oriented Service Delivery)11.1 Service Culture11.2 The key role of frontline service personnel11.3 Cross-border effects11.4 Strategies for delivering service quality through personnel11.5 Customer-oriented service deliveryTeaching requirements: Through the study of Chapter 11 (Employee Role in Service Delivery), students are required to understand the importance of establishing a service culture in the service organization, in which the organization provides internal and external customers Quality service is equally important; the number of key service frontline employees plays a key role in creating customer satisfaction and service quality; understand the cross-border role of frontline employees in the service industry and its inherent challenges; understand how to hire the right employees and train employees to Provide quality of service and how to retain the best employees to create customer-centric service delivery.Key Points: Service culture, the key role of front-line service personnel, cross-border role, and strategies for delivering service quality through personnelDifficult Points: Service culture, cross-border roleChapter 12 Employee Roles in Customer Delivery (Support Course Objectives; 5.4 Customer Roles; 5.5 Customer Participation)12.1 The importance of customers in service delivery12.2 The role of customers12.3 Self-service technology: focus on customer participation12.4 Strategies to increase customer participationTeaching requirements:Through the study of Chapter 12 (Customer's Role in Service Delivery), students are required to master the importance of customers in successful service delivery; understand how management develops strategies to enhance customer participation, including defining the role of customers , Educating and rewarding customers, managing customer portfolios; understanding the various roles played by customers, including customers as production resources, customers as contributors to quality, satisfaction and value, and customers as competitors; understanding how effective customer engagement in service is Improve satisfaction, quality, value and productivity.Key Points:the importance of customers in service delivery, the role of customers, strategies to increase customer participationDifficult Points: the role of customers, strategies to increase customer participationChapter 13 Management Demand and Ability (Support Course Objectives Section 5.6 Law of Demand Fluctuation; 5.7 Matching Strategy of Ability and Demand)13.1 The fundamental problem: the service lacks inventory capacity13.2 Capacity limitations13.3 The law of fluctuation in demand13.4 Matching strategies for capabilities and needs13.5 Yield management: balancing capacity utilization, price, market segmentation and financial returns13.6 Queuing and waiting strategy: when demand is consistent with capability serviceTeaching requirements: Through the study of Chapter 13 (Management Demands and Capabilities), students are required to be familiar with the fundamental problem of limited service capacity, namely lack of inventory capacity; understand the impact of time, labor, equipment and facilities restrictions on various demand models ; Master the strategy of matching inventory with demand, including changing demand to adapt to inventory capacity and flexibility of use capacity to adapt to demand; understand the balance between service ability to provide pricing, market segmentation and capital return, to prove the advantages and Risk; Understand when the capacity and demand are inconsistent, provide strategies for managing queues.Key Points:Ability limitation, demand fluctuation law, ability and demand matching strategy, yield management, queue waiting strategyDifficult Points: the matching strategy of ability and demandChapter 14 Integrated Marketing Communication (Support Course Objectives Section 6.1 Five Strategies for Matching Service Commitment and Service Delivery)14.1 Marketing communication needs to be coordinated14.2 Key challenges of service dissemination14.3 Five Strategies for Matching Service Commitment and Service DeliveryTeaching requirements: Through the study of Chapter 14 (Integrated Marketing Communication), students are required to be proficient in using the service triangle to describe external and interactive communication and how to coordinate all communication channels to provide services that meet customer expectations; familiar with the challenges faced by service marketing communication , Including service intangibility, management of service commitments, management of customer expectations, customer education and content marketing communication; mastering the strategy of managing customer expectations includes providing service guarantees for customers, providing services of different value levels, etc .; familiar strategies related to customer education include letting Customers understand the process of service, make performance meet standards and expectations, and make clearexpectations after sales.Key Points: Marketing communication needs to be coordinated, the key challenges of service communication, and five strategies to match service commitment and service deliveryDifficult Points: Five strategies to match service commitment and service deliveryChapter 15 Pricing of Services (Support Course Objectives Section 6.2 Methods of Pricing Services; 6.3 Pricing Strategies Related to Four Value Definitions)15.1 Three main aspects of customer service price different from product price15.2 Method of service pricing15.3 Pricing strategies related to the four definitions of valueTeaching requirements:Through the study of Chapter 15 (Service Pricing), students are required to be proficient in the three main aspects of customer service prices different from product prices, including customer perception of service prices, the role of non-monetary costs, prices As an indicator of service quality; understand the main aspects that distinguish service pricing from product pricing from the perspective of the enterprise; grasp what value means to customers and the role of price in value; master the methods of service pricing, including cost-oriented pricing Law, competition-oriented pricing and demand-oriented pricing.Key Points: the difference between customer service prices and product prices, methods of service pricing Difficult Points: the method of service pricingChapter 16 Financial and Economic Significance of Services (Support Course Objectives 7.1 Aggressive Marketing Role of Services; 7.2 Defensive Marketing Role of Services; 7.3 Customer Service Quality Perception and Purchase Willingness; 7.4 Key Drivers of Service Quality, Customer Retention and Profit factor)16.1 Service and profitability: a direct relationship16.2 The aggressive marketing role of services: attract more and better customers16.3 The defensive marketing role of services: retain customers16.4 Customer service quality perception and purchase intention16.5 Key drivers of service quality, customer retention and profit16.6 Effective non-financial performance evaluationTeaching requirements: Through the study of Chapter 16 (Service Financial and Economic Significance), students are required to master the direct relationship between service and profitability, and be familiar with the role of service in attracting new customers, that is, the aggressive marketing role of service; understand the service The role in customer retention is the defensive marketing role of services; understand what are the key service drivers for overall service quality, customer retention, and profitability; familiarity with performance-balanced scorecards, which can be viewed from a strategic perspective rather than just financial The performance evaluation of enterprises from the perspective.Key Points: the relationship between service and profitability, the aggressive marketing role and defensiverole of service, customer service quality perception and purchase intentionDifficult Points: Aggressive marketing role and defensive role of service, customer service quality perception and purchase intentionⅣ、Table of Credit Hour DistributionⅤ、Summary of Experimental (Programming) ProjectsNo experiment (programming) sessionⅥ、Teaching MethodThe teaching of this lesson is mainly based on teachers ’classroom lectures, supplemented by self-study and homework based on course video materials. The teaching process should be able to flexibly use blackboard writing and multimedia teaching, strengthen teacher-student interaction, and focus on heuristic teaching.Seminar teaching: According to the specific teaching content, carry out appropriate seminar activities. Teachers provide discussion questions, and the students prepare for the class after the class, and then conduct class discussions to improve the teamwork ability of the students.Mixed teaching: Based on the "Mu Class" platform of Jiangnan University, part of the offline and offline mixed teaching is interspersed in the teaching process, and some content and engineering applications allow students to learn by themselves.Heuristic teaching: teaching important questions, asking questions, analyzing problems, and solving problems, and subtly cultivate students' corresponding abilities; emphasize the importance of practical experience and learn in practice.Ⅶ、Course Assessment and Achievement EvaluationAssessment Methods：Non-ExaminationExamination Formats：Open-bookGrading Methods：Five-level SystemCourse Assessment Content, Assessment Format and Supporting Course Objectives。

服务营销策划方案大纲

服务营销策划方案大纲一、项目背景和目标1.1 项目背景- 对目标市场和竞争对手进行市场调研和分析，了解市场需求和竞争环境。

- 列举公司已有的服务产品和潜在的服务产品。

- 分析公司目前的服务水平和市场占有率。

1.2 项目目标- 提高公司的服务水平和满意度。

- 提高市场份额和市场占有率。

- 增加服务交叉销售和服务与产品的捆绑销售。

二、目标市场和受众分析2.1 目标市场- 对目标市场进行细分，了解不同细分市场的特点和需求。

- 分析目标市场的规模和增长趋势。

- 评估目标市场的竞争程度和竞争对手的优势。

2.2 受众分析- 对不同受众进行分类和分析，了解其特点、需求和购买行为。

- 设定不同受众的服务目标。

三、服务产品开发和定价策略3.1 服务产品开发- 根据市场需求和竞争环境，确定需要开发的服务产品。

- 制定服务产品的特点和功能，以满足目标市场的需求。

- 设定服务产品的品牌和定位。

3.2 定价策略- 分析目标市场的价格敏感度和竞争价格水平。

- 确定服务产品的定价策略，包括高价策略、中价策略和低价策略。

- 考虑采用差异化定价策略，根据不同服务产品的独特性和价值来制定不同价格。

四、服务渠道和促销策略4.1 服务渠道- 分析目标市场的购买渠道和客户接触点。

- 根据目标市场的特点，选择合适的渠道来销售服务产品。

- 制定渠道管理计划，包括渠道招募、培训、激励和绩效评估等。

4.2 促销策略- 设定促销目标，如提高销售额、增加客户数量等。

- 制定促销活动计划，如折扣销售、特价优惠、赠品促销等。

- 制定促销渠道和媒体选择策略，如线上推广、线下活动、广告投放等。

五、售后服务和客户关系管理5.1 售后服务- 设立售后服务团队，负责处理客户投诉、回访等事宜。

- 建立售后服务流程和制度，确保及时、高效地解决客户问题。

- 通过售后服务收集客户反馈和需求，不断改进产品和服务质量。

5.2 客户关系管理- 建立客户数据库，记录客户的购买行为和偏好。