【正文】 and pro m ot ed.Pro duc t ions epa rat e f romc ons um pt ionSim ult ane ouspro duc t ion andc ons um pt ionC us t om ers par t ic ipa t e in and af f ect t he t ran s a c t ion .C us t om ers a f f ect eac h ot her .Em plo y ees af f e c t t he s erv i c e out c o m e.D ec ent raliz at ion m ay be ess ent ial.M as s pro duc t ion i s diff ic ult.N onp eris hab le Pe ris hab le I t i s diff ic ult t o s y nc hro niz e s upp ly and dem and w i t hs erv ic es .Se rv ic es c ann ot be ret urn ed or res old .11 西南交通大學(xué)經(jīng)濟(jì)管理學(xué)院 葉乃沂 根據(jù)服務(wù)特點(diǎn)的營銷戰(zhàn)略 12 西南交通大學(xué)經(jīng)濟(jì)管理學(xué)院 葉乃沂 服務(wù)營銷組合 ： 7 Ps ? Traditional Marketing Mix and Expasion – All elements within the control of the firm that municate the firm’ s capabilities and image to customers or that influence customer satisfaction with the firm’ s product and services: ? Product ? Price ? Place ? Promotion ? People ? Process ? Physical Evidence 13 西南交通大學(xué)經(jīng)濟(jì)管理學(xué)院 葉乃沂 Expanded Marketing Mix for Services PRO D U C T PLA C E PRO MOTION PRIC E Phy s ica l goo d fe a ture s C hanne l ty pe Pr omotion blend Flex ibi li ty Quality l e v e l Ex posure Sa les people Pr ice l e v e l A c c e s s orie s Inter m e diar ies A dv e r tising Ter m s Pa c k a gin g Outl e t lo c a tion Sa les prom otio n D iffer e ntiation War r a nties Tra nsporta tion Publi c ity A ll ow a nce s Pr odu c t li nes Stor a ge B r a ndi ng 14 西南交通大學(xué)經(jīng)濟(jì)管理學(xué)院 葉乃沂 Expanded Marketing Mix for Services PE OPL E PH YS ICA L EV IDE NC E PR OCE SS Em pl oy e e s Fac il ity d e s ig n Fl ow o f ac tiv iti e s Cus tome rs Equi pme nt Num ber o f ste ps Com m uni c a ting c ul ture and v a lu e s Sign a ge Lev e l of custom e r in v ol v e m e nt Em pl oy e e re s e a rc h Em pl oy e e d re s s Other tangib les 15 西南交通大學(xué)經(jīng)濟(jì)管理學(xué)院 葉乃沂 服務(wù)營銷研究 ? 服務(wù)營銷學(xué)的發(fā)展和確立如同體現(xiàn)于文獻(xiàn)中的一樣 ， 可大致分為三個(gè)階段： – 起步階段 (1980年以前 )； – 探索階段 (19801985年 )； – 挺進(jìn)階段 (19861993)。 4 西南交通大學(xué)經(jīng)濟(jì)管理學(xué)院 葉乃沂 服務(wù)與客戶服務(wù) ? 服務(wù) :某些行業(yè)提供的作為核心的無形產(chǎn)品 – Health Care ? hospital, medical practice, dentistry, eye care – Professional Services ? accounting, legal, architectural – Financial Services ? banking, investment advising, insurance – Hospitality ? restaurant, hotel/motel, bed breakfast, ? ski resort, rafting – Travel ? airlines, travel agencies, theme park – Others: ? hair styling, pest control, plumbing, lawn maintenance, counseling services, health club ? 客戶服務(wù) :為支持核心產(chǎn)品而提供的服務(wù) . 5 西南交通大學(xué)經(jīng)濟(jì)管理學(xué)院 葉乃沂 服務(wù)的有形范圍 Tangible Dominant Intangible Dominant Salt Soft Drinks Detergents Automobiles Cosmetics Advertising Agencies Airlines Investment Management Consulting Fastfood Outlets Fastfood Outlets ? ? ? ? ? ? ? ? ? ? ? ? 6 西南交通大學(xué)經(jīng)濟(jì)管理學(xué)院 葉乃沂 服務(wù)業(yè)的發(fā)展趨勢 ? Service Sector Employment: – 78% in United States – 73% in Great Britain – 62% in Japan – 57% in Germany – 90% of All Jobs by 2023 ? New Job Creation: – 80% of All New Jobs (19801990) – 90% of All New Jobs (19902023) – 88% of All Jobs by 2023 *42% of Work Force is Providing Some Form of Personal Service 7 西南交通大學(xué)經(jīng)濟(jì)管理學(xué)院 葉乃沂 0 10 20 30 40 50 60 70 80 1929 1948 1969 1977 1984 1999 Percent of . Labor Force Source: Survey of Current Business, April 1998, Table , July 1988, Table , and July 1992, Table 。 ? 簡單的說：服務(wù)是行動 、 過程和表現(xiàn) 。服務(wù)營銷 西南交通大學(xué)經(jīng)濟(jì)管理學(xué)院 葉乃沂 20233 1 西南交通大學(xué)經(jīng)濟(jì)管理學(xué)院 葉乃沂 本課內(nèi)容簡介 ? I：緒論 – – – – ? II：以顧客為中心 – – – ? III：服務(wù)設(shè)計(jì) – – – ? IV：傳遞