服务营销英文翻译

1、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, through value-added packaging; Second, through value-added services; Third, through spokesmen value; four consumer loyalty is driven by the va

2、lue. 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.S

3、ervice 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

4、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

5、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 360expert services,Legends sunshine services, and so on. Meanwhile, some enterprises are still aga

6、inst 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, banki

7、ng, 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,

8、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 pro

9、viders, 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)

10、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 (war

11、ming), 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

12、 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 creat

13、e 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

14、center. CCM personality matching center type channels such technology is behind the systematic state legislature, personalized service channels synergy model. Currently, the self-management to regional markets and channels for the service functions of the Libangqi services center. permeate almost ev

15、ery 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

16、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

17、real estate industry and frequent service concept, such as steward service, no service. In production areas, is more typical of Motorolas Total Quality, This is the customer is completely satisfied with the purpose of the proposed, namely customers, Fast professional services.The service pledgesDesp

18、ite 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 p

19、roducts, 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. Through pledge to make visible the quality of service, lower risk c

20、ustomers 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 speci

21、fic customers becomes the biggest winner. Lenovo such as a three-year warranty, one year of free door-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 developm

22、ent, 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 servic

23、es 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

24、 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 out

25、sourcing 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 se

26、rvice 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 Unit

27、ed 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 s

28、ervice 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, H

29、owever, 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 the channels of service and product distribution channels of integration, forming comp

30、osite 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 manufac

31、turer 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

32、 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

33、 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 bre

34、akdown 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.

35、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 da

36、ta 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 customers first contact, until the subsequent service and denounce, through t

37、o 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 customers specific requi

38、rements 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 servic

39、es 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 webs

40、ite) 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 market

41、ing 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 treat

42、ment 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

43、 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 differen

44、ce can be seen from three angles to understand : a competitor is not, and the enterprises 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 cou

45、ntry, 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

46、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

47、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 ma

48、nagement consulting services to meet customers increasingly complex and individualized needs, This is the difference between the service advantages.路服务营销 企业不断创造价值的过程是一个 “增值 ”的过程。品牌价值，使主要措施：第一， 通过增值的包装，二是通过增值服务，三是通过代言人的价值 ;四消费者忠诚度 是由价值驱动的。 营销也进入了服务一体化的时代， 其内容， 这是一家专为缺乏 规划的服务营销， 只会增加运营成本， 降低效率，为客户的缺陷，

49、 企业必须学习， 如增加产品的市场营销服务营销的机会。服务品牌 不仅对企业品牌，产品品牌，而且还制作打造服务品牌，三者相辅相成， IBM 公 司（IBM就是服务），海尔（真诚到永远），这是创建的最大受益者。对于很多 行业，尤其是高科技行业（如家电，IT，汽车等行业），打造服务品牌已成为当 务之急，这是一个长期的竞争优势是 “必修课 ”。客户不仅注重产品的整体质量， 而且还包括市场营销服务， 质量，品牌的销售服务附加值产品已成为市场竞争的 重要组成部分，已成为焦点。如果再加上（Plus）的投影机，她补充说：24”解 放卡车 “移动服务 ”浪潮服务器 “360 专家服务 ”，联想的 “阳光服务，等

50、等。 ”同时， 一些企业仍然反对的专业服务人员的服务品牌的建立， 到图像识别系统， 建立一 个平台多样的销售，系统，品牌整合推广，品牌服务领域。服务产品 对于服务产品，电信，邮政，银行，保险等服务行业业绩显着。制造业在生产领 域热身。作为生产者，应明确包括房地产产品，产品及延伸产品的形式，产品的 包装形式产品，即推广服务。然而，服务和产品的趋势是服务 “产品”超越“扩展” 这个范畴的意义。服务似乎无形，但产品有一定的特点，如品牌，质量，成本和 价值特征，而市场需求可能会造成身体。产品通过服务供应商，客户获得满足， 然后从右边实现品牌的信任，忠诚的飞跃满意。服务于整个旅程 销售已不局限于售后服务

51、，开始出售，预售 1216 销售已进入全面服务阶段，声 明从CS （顾客满意）的塔塔咨询服务公司的发展（通过客户满意度）。服务理 念深受营销观念的影响， 商业界非常推崇倡导整合营销整个产品的营销， 如早期 （预热）推广，推广期（升温），推期（沸腾） ，巩固（恒温）时期，这是一 个全新的营销理念， 每个信息， 通信和消费教育， 针对不同服务的不同阶段传播 阶段的重点。 全方位的服务营销服务是一个重要的战略， 通过战略规划服务所体 现的全程服务体系的建立。服务模式许多企业已经形成了个性化的服务模式， 主要有以下几种类型： 在建立其自己的 网络投资的服务， 直接外包服务功能模型来创建复杂的分销渠道。

52、 不管是什么模 式， “服务营销转身， ”这是唯一的考虑标准。立邦漆后的产品规划和流程再造， 一个新产品推广计划具有战略意义的设计-。人格选配中心” CCM的产品和“ CCM勺个性匹配中心”这样的技术型渠道系统的国家立法背后的个性化 服务渠 道协同 ”模式，是。目前，自我管理与区域市场和服务功能的渠道 “立邦漆服务中 心”。渗透到几乎每一个主要城市，立邦漆营销奠定了坚实的基础。服务概念化 概念已经进入了营销技术，如保暖内衣，功能性饮料，化妆品，保健品产品，现 已成为营销服务。通过改进的 “含金量”的服务理念，塑造了 “新闻价值 ”这一利差 已成为生产发射服务市场的主要游戏之一。 刚刚推出的营销

53、要注意， 这不是概念 “空壳概念 ”，背后有实际内容的支持的概念，不是虚张声势很多。在房地产行业 和频繁的服务概念，例如“管家服务”，“没有服务”。在生产领域，更多的是摩托 罗拉的“全面质量”的典型，这是“顾客完全满意”的建议，即客户，目的“快速的专 业服务。”服务承诺 虽然无形的服务，但制造商正努力使服务变得可见，它是服务承诺。特别是那些 谁正在努力建设成为一个服务品牌企业品牌本身， 是信誉，一种承诺。该承诺包 括两个层次：第一，开放的产品，技术和服务 ;二是开放给客户的承诺，包括产 品质量，问题的利益，如服务质量，客户（包括物质和精神）的支付向公众表示 赞同。通过承诺，使他们相信在可见的交

54、换服务质量，降低风险客户购买和客户。 寻找销售服务市场，许多产品，特别是耐用消费品（特别是房地产，汽车，家电 等）服务是一个竞争的承诺和保证重点，更加具体和特定客户成为最大的赢家。 联想作为这样一个“三年保修，一年免费送货上门的一年， 48 小时故障排除服务 承诺”市场已成为标准的售后服务。外包服务 实践证明，不仅生产，销售，研发，物流和其他服务可以外包服务可以外包。通 过外包服务，以降低运营成本，提高服务的专业化程度。 “让一个专业公司利用 自己的专业业务费用不”是制造商外包服务的根本动力，特别是那些谁放弃了企 业“大和包罗万象的”和“专业”大企业，服务外包合同的追求作为竞争的最佳选择。 据统计，2003 年，全球 IT 服务外包市场达到了 150 亿美元。能见度企业深深的 爱的外包市场。根据外包服务业务的出发点是不同的， 服务外包可分为两种：一 种是计划外包，按照既定的企业选择外包合作伙伴，建立服务，包括IBM，多国公司把自己的尊重观念的渠道，如在外包业务服务，香港电讯等，操作非常成功， 另一种是外包 - 主要负责销售和服务业务整合经销商，并要求制造商对服务的 销售。如