服务营销英文翻译

Road Service MarketingEnterprises to continuously create value of the process is a "value added" of the process. Brand value so that the main measures : First, throughvalue-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 brandsProducers 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 "compulsory." 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, "she added 24" liberation truck "moving services" wave server "360 ° expert services," Legend's "sunshine services, and so on." Meanwhile, some enterprises are 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 productFor 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 "product" meaning beyond "extension" 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 journeySales 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).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 serviceMany 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, "Service Marketing turn around," That is the 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 "personality matching center." "CCM personality matching center" type channels such technology is behind the systematic state legislature, personalized "service channels synergy" model. Currently, theself-management to regional markets and channels for the service functions of the "Libangqi services center." permeate almost every major city, for marketing Libangqi lay a solid foundation.Services conceptualizationConcept 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 "gold content", mold spread of the "newsworthy" This has become a production launch service marketing one of the main game. Just launched the concept of marketing to note that it is not "empty shell concept," have the concept behind the actual content of the support, and not a lot of bluff and bluster. In the real estate industry and frequent service concept, such as "steward service," "no service". In production areas, is more typical of Motorola's "Total Quality", This is the "customer is completely satisfied" with the purpose of the proposed, namely customers, "Fast professional services."The service pledgesDespite 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. Throughpledge 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 "three-year warranty, one year of freedoor-to-door, 48-hour troubleshooting Pledge" the market has become a standard after-sales service.Outsourcing of servicesPractice 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. "Let a professional company to take charge of their own professional business is not" yes manufacturers outsourcing services to the fundamental motivation, particularly those who abandon the business "large and all-encompassing" and pursuit of "professional" large 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 "Rainbow Service" projects, Haier, Haixin electric appliance 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 channelMarketing 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 thechannels of service and product distribution channels of integration, forming composite channels, If Lenovo has asked its dealers to "channel service" 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 serviceGrowing 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 "one-on-one" marketing. but also "one-to-one" service. Customers 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 "one size fits all" customer service policy management, will inevitably lead to key 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 serviceDiversified 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).Carrier network services (building an interactive website) multi-service platform that enables customers to have more opportunities to receive services. Meanwhile, the "passive" customer acceptance of the demand for the service, also take the initiative to use a variety of communication channels for customer visits, planned, systematic, process of marketing services, for example, through telephone, fax, e-mail, letters, home visits and other channels provide services. Because the producers know that customers need to create a convenient, unobstructed access to the services, otherwise might have brought a lot of trouble, such as lack of timely treatment quality will lose customer loyalty. even customer complaints to the associations, the media and other departments, enterprises will have a negative impact.Service differentiationIn the products, technologies growing homogenization of today, only the brand and service efforts. So producers began service differentiation article. Services difference reflected in many aspects, such as service brand differentiation, mode of service differentiation, service technical differences, differences in the concept of service, communication services, such as differences in many aspects. For the "difference" can be seen from three angles to understa nd : a competitor is not, and the enterprise's own unique; although the two are competitors but the enterprise superb; 3 is completely different from our competitors in the pursuit practices. "IBM is service," These words have been from abroad reached the country, In fact there are indeed differences between IBM competitors to the absolute competitive edge : IBM Global Services Department since the early 1990s will be the first "service" concept into China, China to provide customers with a full range of technical services, demonstrated its comprehensive technology and professional service capabilities. IBM Global Services Department not only to provide our customers with hardware and software based on the maintenance and replacement of spare parts and after-sale services. This is what many enterprises must also be able to provide the services, but more importantly, also provides information such as the independent consultants, business process flow integration and technical services, professional services system, network integrated wiring system integration, manpower training, Win peacekeeping services, and other information technology and management consulting services to meet customers increasingly complex and individualized needs, This is the difference between the service advantages.服务营销企业不断创造价值的过程是一个“增值”的过程。