【文章內(nèi)容簡介】 implement service marketing must first clear the service object. Who is the customer. Like the drinks industry customers are divided into two levels: Distributors and consumers. For the enterprise. Should take all the distributors and consumers as God, to provide quality improve customer satisfaction and customer loyalty though the service. The general characteristics of the service marketing: (1) supply and demand dispersion Service marketing activities, services of supply and demand of the product with dispersion. Not only the cover of various departments and the industry to the tertiary industry, enterprise services are widely dispersed, but the need for supplier is involved in various types of enterprises, social groups. (2) a single marketing Tangible products marketing distribution, agents and direct sales to a variety of marketing methods. Service marketing is due to the production and consumption of unity, decide its can take direct way, the middleman39。s involvement is impossible, impossible also stored for sale. (3) marketing objects are plex Service market buyers is multiple, extensive, plex. Buying service consumer purchasing motivation and different purposes, A service purchasers of products may be involved in the munity all the various types of family and individual identity, even to buy the same product or service for life, while others used in the production of consumption, such as information, such as munication of post and telemunications. (4) the service consumer demand elasticity According to Maslow hierarchy of needs theory, people39。s basic material needs is a primary demand, this demand is easy to produce mon people, but the people to the spiritual and cultural consumption demand is secondary to demand, the demand for the social environment and each having the condition caused greater elasticity of demand. At the same time, the demand for services and to tangible products demand in certain anization and the total amount of spending in the mutual and diversionary, is one of the causes of formation of elasticity of demand. (5) service personnel, technology skills, high art requirement Service technical, skills, skills directly related with the quality of service. Of a variety of consumer service product quality requirements is the service personnel on the technology, skills, technical requirements. Service services quality may not be the only, unified standards, but only a relatively standard and with the purchaser39。s sensory experience. Service marketing principles: customer focus nine principles 1, get a new customer than to keep an existing customer to spend more. Companies to expand their markets, expand the market share of the time, tend to put more energy on the development of new customers, but the development of new customers and retain existing customers will cost more than. In addition, according to the survey data show, new customer expectations is generally higher than the old customer. This make the development of new customer success rate greatly affected. 2, unless you can pensate for the loss of soon, or lose customers will lose forever. Each enterprise to their customer base that division, customers and enjoy the different customer policy. But the business must clearly recognize a little, that each customer is God to us, no matter what they are doing for the pany is large or small, we should avoid customer discrimination policy. 3, dissatisfied customers than satisfied customers have more friends. Competitors may use customer dissatisfaction, gradually eroded their loyalty, and in your customer base expanding adverse effects. This is why unhappy customers than satisfied customers have more friends. 4, open munication channels, weled the plaints. There are plaints have to work on improving the power, the timely processing of plaints can improve the customer satisfaction customer loyalty, to avoid falling. Open munication channels, for enterprises to collect all the feedback information, facilitates the marketing work.. 5, the customer is not always right, but how to tell them that they are wrong will produce different results. The customer is not always right. The customer is always right is left to the customer, not the enterprise. Enterprises must be found and clear understanding of customer and the position of different reasons, to inform and guide them. Of course, this requires some marketing art and technique, different methods will produce different results. 6, the customer has full power of choice. No matter what industry and what products, even the monopoly, we cannot neglect the consumer choice. Market demand is the embodiment of customer demand, is the source of. 7, you must listen to the views of customers to understand their needs. Customer service can not be blind, have targeted. The enterprise must listen to the views of customers, understand their needs, and on this basis for customer service, so as to achieve twice the result with half the effort, to improve customer loyalty. 8, if you do not believe, how can you hope your customers would like to believe? Enterprises to customers remend new products or requirements of customers with a cooperation, customers must stand in the perspective, place oneself in others39。 position to consider. If you think it is reasonable, do not try. Your force forever and customer conflict together. 9, if you do not take care of your customers, then people will take care of. The market petition is fierce, petition to each other39。s customers are always concerned about the. The enterprise must own the customer regular munication and understanding, to solve customer problems. Ignore your customer to customer to petitors relinquished. Service marketing management In order to effectively use the service marketing for enterprise purposes, ente