服務(wù)營銷

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

2. 行業(yè)競爭和客戶分析
市場(chǎng)動(dòng)態(tài)和競爭優(yōu)勢(shì)分析
客戶需求分析
服務(wù)消費(fèi)特點(diǎn)和要求

3. 建立服務(wù)產(chǎn)品和理念
設(shè)計(jì)并創(chuàng)造服務(wù)產(chǎn)品
設(shè)計(jì)并創(chuàng)造服務(wù)品牌
開發(fā)增值服務(wù)

4. 服務(wù)產(chǎn)品的分銷渠道
在服務(wù)環(huán)境下的分銷
選擇服務(wù)傳遞的模式
決定服務(wù)傳遞的地點(diǎn)和時(shí)間
在虛擬空間里傳遞服務(wù)

5. 服務(wù)的定價(jià)
有效定價(jià)是獲得財(cái)務(wù)成功的關(guān)鍵
定價(jià)戰(zhàn)略的3大影響要素
執(zhí)行服務(wù)定價(jià)策略

6. 服務(wù)營銷中的溝通
營銷溝通的作用
設(shè)立服務(wù)溝通的目標(biāo)
營銷溝通組合

7. 在競爭性市場(chǎng)中尋求服務(wù)定位
聚焦是獲得競爭優(yōu)勢(shì)的基礎(chǔ)
確定目標(biāo)市場(chǎng)和定位
評(píng)估和加強(qiáng)產(chǎn)品和服務(wù)的差異化

8. 實(shí)施可盈利的服務(wù)戰(zhàn)略
探究顧客忠誠
創(chuàng)造忠誠關(guān)系
減少顧客背叛的策略
有效的服務(wù)補(bǔ)救系統(tǒng)的原則
從顧客反饋和投訴中學(xué)習(xí)

9. 服務(wù)領(lǐng)導(dǎo)力
整合營銷是價(jià)值創(chuàng)造的核心
不斷對(duì)服務(wù)營銷變革和管理
創(chuàng)建服務(wù)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