Marketing is a business service to meet consumer demand in the full understanding of the premise, in order to fully meet consumer needs in the marketing process in a series of activities undertaken. Service as a marketing mix elements, the real cause for attention is the late 80s of this century, this time, the progress of science, technology and social productivity significantly increased, industrial upgrading and accelerating the production of professional development, on the one hand the product service content, products, services or increasing intensity. On the other hand, with labor productivity, market to a buyer's market, consumers with income levels, and their gradually changing consumer demand, demand levels have been increased, and to diversify the direction of expansion.
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Marketing and traditional marketing services comparison
The same way compared to traditional marketing, services marketing is a marketing idea, marketing the services, and traditional marketing is just a marketing tool, business marketing is a specific product. In traditional marketing, consumers buy the product in a village means the completion of sale, although it also has the product after-sales service, but that a solution to after-sales service functions. From understanding the concept of service marketing, consumers buy a product simply means the beginning of sales rather than the end, the enterprise is not only concerned about the success of product sold, pay more attention to consumer products enterprises in the enjoyment of the services provided by the feelings of the whole process. This is also available from the theoretical understanding of Maslow's hierarchy of needs: the highest demand is respect for human needs and self-actualization needs, service marketing is the consumer (or people) of this demand, and traditional marketing methods only provides a simple physiological or safety to meet consumer needs. Along with social progress, people's income increased, consumers need more than just a product, but also need to bring this product specific or personalized services, thus there is a realization of self-worth to be respected and feel And this feeling is caused by customer loyalty. Services Marketing is not just a development of a new trend in the industry, it is an inevitable product of social progress.
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The evolution of service marketing
Developed sophisticated marketing service firms generally experienced seven stages. (1) sales phase Competition appears to gradually increase sales ability; Emphasis on profit rather than sales plans; Sales skills for staff training; Hope to attract more new customers, without taking into account customer satisfaction. (2) Advertising and Communication stage Deliberately to increase advertising spending; Specify more than one advertising agency; Introduction of point of sale brochures and various types of information; Along with increased customer expectations, enterprises are often difficult to meet their expectations; Difficult to measure output; Prevalence of competitive imitation. (3) the product development stage Aware of new customer needs; Introduction of many new products and services, products and services can be spread; Emphasize new product development process; Market segmentation, the establishment of a strong brand. (4) stage of differentiation Corporate positioning through strategic analysis; Looking for differences, to establish a clear strategy; Deeper market segmentation; Market research, marketing planning, marketing, training; Strengthen the brand operation. (5) Customer service stage Customer service training; Smile Campaign; The external promote acts to improve services; And even to some extent by the impact of profit margin can not be sustained; Lack of processes and systems support. (6) quality of service stage Service quality recognition; Analysis of customer letters, customer behavior; Service design blueprint; Neglect to retain old customers. (7) stage of integration and relationship marketing Often of customers and competitors; Focus on all key markets; Rigorous analysis and integrated marketing plan; Data base marketing; Balance of marketing activities; Improve procedures and systems; Improvements to retain old customers. 90 to the 20th century, relationship marketing has become the focus of corporate marketing, marketing the service to a new level.
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The general characteristics of services marketing
(1) supply and demand dispersion Service marketing activities, services, product supply and demand has dispersed. Not only for third party cover in all industry sectors and industries, business services are also widely dispersed, and the demand side is involved in various types of enterprises, social organizations and thousands of families of different types of consumers, the service enterprises generally small footprint, low capital and operating flexibility, often scattered in every corner of society; even large mechanical services company and they only have mechanical damage or failure of local services. Services, the dispersion of supply and demand, request for service outlets to be broad and scattered, as close as possible to consumers. (2) unity of marketing Marketing a tangible product distribution, a variety of agents and direct marketing. Tangible products in the market can change hands many times, the wholesale, retail and multiple aspects of the product to reach consumers before. Service marketing is the unity of the production and consumption, the decision to take its only direct way, the involvement of middlemen is not possible, store sale can not. The unity of marketing services, direct, limited to a certain extent, the expansion of the service market, but also limits the services in many markets to sell their services and products, which sell products to the service makes it difficult. (3) marketing object complex Services market, buyers are diverse and extensive and complex. Purchase of services consumers buy different motives and purposes, a service may involve the purchase of the product of the industry, the community of different types of families and individuals of different status, even if used to purchase some of the same service product consumption, Some are used for production and consumption, such as information consultation, post and communications. (4) Service consumer demand elasticity (5) the technical staff, skills, skills that require high Service providers of the technology, skills, skills directly related to the quality of service. Consumer product quality requirements of services is the technology of service, skills, skills requirements. Service providers of the service quality can have a unique, uniform measure, but only by the relative standards and the feeling of buyer experience. The principle of service marketing "Service Marketing" is a by focusing on customers, then provide services, and ultimately enabling the exchange of marketing. Implementation of service marketing clients must first be clear that the "Who is the customer." Customers like the beverage industry is divided into two levels: the distributors and consumers. For businesses, it should all distributors and consumers as God, provision of quality services. Through the service, improve customer satisfaction and build customer loyalty. For manufacturers, in view of the beverage industry's marketing model, distributors occupy a pivotal position. The profits of manufacturers distributors from all provinces. Distributors have about the strength of market demand, therefore, our main focus is to deal with distributors around the customer relationship between the establishment of cooperation, friendship and mutually beneficial partnership. To know that they are the largest corporate wealth, lost them, companies will have nothing. Enterprise customers must firmly establish the idea, understand the market situation, clear distributor is the factory of God, the consumer is the highest God. Companies have done to consumer demand should be the starting point for the ultimate and final goal of the work of penetration through the distributors to the consumer level, from the roots, cultivate customer satisfaction and loyalty. Adhere to provide them with first-class products, first-class service. As a product embodies the company responsible for the distributor is responsible, in charge of the consumer market; secondly to strengthen communication, increase the company attractive, more competitive, and common progress and common benefit and achieve manufacturers , distributors, consumers, the "win-win." An important part of marketing as a service, "customer concern" level of quality of work will determine the success of the follow-up session, affecting the overall effectiveness of the program services marketing. Following on the "Customer Care" describes the nine principles: 1, get a new customer than to retain an existing customer to spend more. Enterprises in expanding their markets and expand market share, they often will focus more on developing new customers, but the development of new customers and retain existing customers than to spend will be greater. Moreover, according to survey data of foreign shows are generally higher than the expected value of new customers and old customers. This makes the development of new customers greatly affected the success rate. Undeniably, new customers on behalf of the new market, can not be ignored, but we must find a balance point, and the fulcrum needed to explore each company constantly. 2, unless you can quickly repair the damage, or loss of customers will be lost forever. Every business has a customer base for their respective division of one kind or another, all customers have to enjoy the different customer policies. However, enterprises must clearly recognize that, that is, each customer is our god, regardless of their contribution for the company is large or small, we should avoid discriminatory policy customers, so do not give up customers, out of the market . 3, dissatisfied customers than satisfied customers have more "friends." Competitors will make use of customer dissatisfaction, and gradually erode their loyalty, while expanding your customer base in adverse effects. This is why dissatisfied customers than satisfied customers have more "friends." 4, smooth channels of communication, welcome complaints. Complaints have to work to improve the dynamic and timely complaint handling can improve customer satisfaction and avoid a decline in customer loyalty. Smooth communication channels to facilitate enterprises to collect feedback from all parties is conducive to the marketing work. 5, the customer is not always right, but tell them what is wrong will produce different results. The customer is not always right. "The customer is always right" is left to the customer, not the enterprise. Enterprise must discover and understand the position of the customer and their reasons for the differences which inform and guide them. Of course, this requires a certain art and marketing skills, different methods will produce different results. 6, the customer has the choice of full power. No matter what industry and what products, even monopoly, we can not ignore the customer's choice. Reflect the market demand, the customer is the source of demand. 7, you have to listen to feedback from customers to understand their needs. Customer service can not be blind, there must be targeted. Companies must listen to customer feedback, understand their needs, and on this basis, customer service, so as to done more efficiently, increase customer loyalty. 8, if you do not want to believe, how can you hope your customers are willing to believe? Companies recommended to customers with new products or require customers to carry out a cooperation, must stand the customer's perspective, put yourself into account. If you feel that is unreasonable, the absolute Do not try. Your resistance to forced together forever and customers 9, if you do not take care of your customers, then people will take care of. Market competition is fierce competitors of each other's customers are always concerned about. Companies must communicate with their customers on a regular basis understand and resolve customer questions. Ignore your customers to give competitors equal to hand over to customers. More than nine o'clock the principles are simple, if the company can follow the above principles, there will be a multiplier effect. Of course, there is no constant and eternal truth. As the market changes and work experience is gained, I believe more insightful, practical, "customer focus" rule will come into being, "customer focus" work will also push the updated height.
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The status of service marketing and threats
After China's accession to wto, foreign service enterprises have _set_ foot in the mainland market to seize the opportunity. World retail giants such as Wal-Mart, Carrefour, KFC, McDonald's and other famous enterprises have _set_tled in China has been, and distribution work is still further expansion.加入 wto, China will be around in five years time, to gradually open up service markets and foreign investors to establish joint ventures, the number of joint ventures, regional, stock and other restrictions will be gradually abolished, China will undoubtedly have a tremendous service challenges. At present, China's service market is still in the developmental stage, the data show that in 1993 OECD share of world trade in services 81% of the total trade. By the World Bank Development Report 1998-1999 provides information services in China now accounts for 33.5% of gdp, the United States in 1997 was 72.1%, 70.9% in 2000 in France, Germany, in 2000, 67.6%, far lower than developed countries, but more than the average level of developing countries (40%) is also low. China's service industry is currently lagging behind the overall level of development, especially the service of the industry (projects), regional development is highly uneven in some areas and some service industries (projects) is still in the blank; while service management and production efficiency is relatively low , the value of compensation for lack of a serious shortage of funds. Service Marketing challenges. Foreign-funded enterprises generally have advanced management experience and modern business war marketing tools, and advanced marketing philosophy, long-term marketing objectives, a sound marketing network, and efficient marketing operation of the system, and service enterprises in China lack such basic qualities. Once they are high-quality marketing, marketing management integration services market is bound to have an enormous marketing sales force, which would directly impact on our services. The scale of the challenge of marketing services. Foreign-invested enterprises are generally multinational corporations, financial strength, strong, clear marketing advantages of scale, can produce a price advantage and service advantages, which some of our small size, lack of funds, high operating costs of the services business will have an enormous shock wave . Some service companies copy the popularity of services, from their actual capacity, in service, regardless of their own reality, blind copy, out of the strong, the result is unsatisfactory. Service marketing innovation challenges. With the rapid development of science and technology, foreign easier to carry out the use of modern high-tech marketing innovation activities such as marketing, organizational innovation, 7ps innovation, service innovation, brands, and this is difficult to match service enterprises. Developed in recent years, such as network marketing, is the foreign use of modern technology for marketing innovation results. Quality of personnel service marketing challenges. Some service personnel in the service marketing company, the staff is part of the service, service quality and behavior will determine the quality of service levels. Service quality and service levels is difficult to meet customer needs, services, or simply sloppy service faults appear more chain. Service work is a long-term comic work, which runs through pre-sales, sale, sale and form a chain of service chain. Currently, some companies can simply service, the service has its name not a matter of fact, can not form
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How do service marketing company
1, interactive communication - building a service platform 2, consumer awareness - create professional-quality 3, the sales did not move, the survey first 4, pre-warm, and create an atmosphere of activity 5, medium control, reflecting the activities of the authority 6, post-promotion, strengthening Activity Effects
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Products and differences between physical products
Comparison with physical products, services, products are not aware of, not separation, differences, not the absence of ownership of storage and other features, services, determine the characteristics of the product has the following business services marketing is different from all the physical characteristics of product marketing: ① marketing services to provide intangible services as the goal. ② the inseparability of the service determines the service goods and service products are provided at the same time, that is, service consumers to be directly involved in the service production process and in close coordination with service providers. ③ differences in service provided the same service led to the same kind of service because of their different energy and mood status and a greater difference, while the requirements of the consumer service itself is also uneven, which makes the stability of service marketing poor. ④ Because most services and the intangible nature of the simultaneous production and consumption, which must in time and space distribution of product supply and demand imbalance, adjusting supply and demand, supply and demand balance. ⑤ absence of features of the service determines the ownership of production and consumption in the service process does not involve transfer of ownership of any entity. '
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Services Marketing Management
In order to achieve efficient use of services, competitive marketing purposes, companies should focus on the inherent characteristics of their service-oriented market segmentation, service differentiation, tangible, standardization, and service brand, public relations and other issues of research to develop and implement a scientific service marketing strategies to ensure competitive goals. To this end, the enterprise services in carrying out marketing activities to enhance their competitive advantage should pay attention to the following issues: 1. Service market segments Any of the services market are numerous, widespread demand for services that due to the factors that affect people's needs are diverse, demand for services has obvious characteristics of individuality and diversity. Any business, no matter what their ability, can not fully meet the service requirements of different markets, can not buy all the services provide effective services. Therefore, Every enterprise in the implementation of marketing strategies of their services when they need to market their services or the object segmentation, market segmentation based on the _select_ed target market for their services, to carry out targeted marketing mix strategy in order to achieve good marketing effectiveness. 2. Service differentiation Service differentiation is service enterprises face strong competitors in the service content, service channels and service image, and so to differentiate themselves from competitors and highlighting their features in order to beat the competition in the services market, unchanging, a heel a practice. Purpose is to highlight the difference through service to its strength, to distinguish from competitors. Implement service differentiation from the following three aspects: ① survey, to understand and distinguish the services, the range of services available in the market, competitors and their advantages and disadvantages, targeted, creative development services to meet the needs of target customers. ② different from other means of communication to take rapid and effective delivery of services to the enterprise to the service recipients. ③ attention to the use symbols or special symbols, names or logos to establish a unique corporate image. 3. Tangible services Tangible refers to the enterprise service using the service process in a variety of physical elements, the invisible entities of service products as much as possible, tangible, so that consumers perceive the product to the service exists, the interests of improving access to services, products, processes . Tangible services include three aspects: ① Tangible service products. Through services such as hardware technology, such as automatic intercom, automatic car washes, auto sales, ATM services and other technology to achieve automation and standardization to ensure consistency in service industries and service quality consistently; can display the service through a kinds of evidence, such as a variety of bills, cards and other cards may be of service on behalf of the interests of consumers, differentiated service quality, change the intangible services tangible services to enhance consumer perception of service. Tangible ② service environment. Service environment is the enterprise and consumer access to services to provide services specific place and atmosphere, which although not constitute the core service product, but it can bring to the enterprise, "preconceived" effect, the existing service products is an indispensable condition. ③ service providers "tangible." Service provider means any direct contact with employees and consumers, they have the service quality and character, words and deeds as well as the way consumers access, methods and attitudes to, it will directly affect the implementation of service marketing, in order to guarantee service effectiveness of marketing, business services should be standardized training employees so that they understand the business services provided and requirements, to grasp the techniques and skills necessary services to ensure they provide services and business services consistent with the objectives . 4. Standardization of services Since the service is not just rely on service products, they often must rely on certain technology infrastructure and technical conditions, so that service quality management for enterprises and service provides the conditions for the standardization of production, the enterprise should be as much as possible this part of the routine technical standardized business services to effectively promote the improvement of the quality of the specific approach can be considered from the following five areas: ① departure from the convenience of consumers, improve design quality, so that service program rationalization. ② the content of the development require the consumer to comply with reasonable rules and regulations of the language of civilization, to induce, regulate the behavior of consumers receiving services, so that the norms and business services, consistent production. ③ to improve services and facilities, landscaping services, the environment, so that consumers are waiting for full comfort during the passes, such as seating, place newspapers, magazines, post the relevant materials, as consumers wait and provide good conditions for receiving services. ④ use of price leverage, a clearly marked in different grades, different quality of service levels to meet different levels of consumer demand. Meanwhile, at different times, under different conditions, prices fluctuate through the regulation of consumer demand to keep supply and demand balance, stability, quality of service. ⑤ regulate the demeanor of service providers to create a home away from home service environment and atmosphere, so that production and consumption of services can be in a relaxed, pleasant environment to complete. 5. Service brand Service brand is different from other business services companies to product names, symbols, symbol or design, which consists of service name and display the brand name brand name of the logo, colors, patterns, symbols, uniforms, equipment, and other elements of composition visibility . Creating service brand name, service enterprises to improve economies of scale is an important measure. Therefore, enterprises should pay attention to service brand research, to establish a brand name through its own unique image, to establish and consolidate the business status of the special market, stay ahead of the competition advantage. 6. PR Service Enterprise Marketing Management Services Marketing is the deepening of the internal requirement of enterprises in the new market situation, new elements of competitive advantage. The use of marketing services not only enrich the connotation of marketing, but also improve the overall quality of the face of a market economy. New features for enterprise competition, focusing on products and services market segmentation, service differentiation, tangible, standardization, and service brand, public relations and other issues of research, is currently an important guarantee for winning the business competition.
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Conclusion
Enterprise Marketing Management Services Marketing is the deepening of the internal requirement of enterprises in the new market situation, new elements of competitive advantage. The use of marketing services not only enrich the connotation of marketing, but also improve the overall quality of the face of a market economy. New features for enterprise competition, focusing on products and services market segmentation, service differentiation, tangible, standardization, and service brand, public relations and other issues of research, is currently an important guarantee for winning the business competition.
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Service marketing and Comparative Analysis of Marketing
Service marketing and Comparative Analysis of Marketing Start with the services and products to analyze the differences between the general Understand the differences between services and goods in general, the distinction between service marketing and product marketing is very useful. Services and goods of the following eight areas of differences: (1) the nature of different products, the products described Berry as "an item, a device, the same thing," the service described as "an act, a performance, an effort," he captured them very well The difference between [64]. The service is performing service management as a dramatic metaphor, imagine that the service delivery similar to a play staged, and service personnel is an actor, the customer is the audience [65]. In other words, goods are tangible, physical entity is a specific or a real tangible things; the service itself is essentially invisible [66]. (2) the customer involved in the production process is the implementation of a service facility for physical, mental and physical labor of some combination of these three outputs results of the assembly and delivery. Usually the customer in creating the service product will be actively involved in the process, such as beauty salons. (3) people as part of the product in high contact services, customers not only come into contact with the service, and may have contact with other customers. So the customer has become an integral part of the product. (4) difficult to control the quality of goods produced there, prior to reaching the customer, quality standards can check on them. But the service is produced at the same time to be consumed, the final assembly is the product of real-time production process to happen. This is difficult to cover up mistakes and shortcomings, and service personnel and the presence of other customers and the introduction of greater variability, these factors make it very difficult to control the quality of service organization and delivery of consistent product [56:16]. (5) Customer evaluation more difficult [67] most of the recognition of the quality of physical goods (search quality) is relatively high, such as color, pattern, shape, price, suitability, feel, hardness and odor, are help customers before a purchase decision factors. In contrast, other goods and services may be more emphasis on experiential quality (experience quality), only after purchase or consumption in order to identify the quality of the process, such as taste, ease of handling and personal care. Finally, there is the credibility of the quality (credence quality), that is, those customers have found that even after the consumer is difficult to evaluate the characteristics, such as surgery, technical repair, they are difficult to observed. (6) Service not in stock because the service is an action or a performance, rather than the customer can save a physical item, so it is "perishable" and can not be saved. Of course, the necessary space, equipment and labor can be prepared in advance in order to create services, but these are only representative of production capacity, rather than the product itself [56:16]. (7) the importance of the time factor is a real-time delivery of many services, the customer must be present to accept the services from businesses. Customers are willing to wait is limited, and further that the service must be passed quickly, so that customers do not spend too much time to service [56:17]. (8) different distribution channels, physical distribution channels with the need to transfer goods from the factory to the customers of different manufacturers, many service enterprises or the use of electronic channels (such as radio, electronic funds transfer), or the service factory, retail shops and the point of consumption into one place [56:17]. 3.1.3 Evolution of Services Marketing Service Marketing is a service business service products to meet customer service brought about the effectiveness of the demand and achieve the intended business objectives, through a series of integrated marketing strategy to achieve business process services transactions [57:8]. 3.1.3.1 the development of services marketing From the 20th century, Western scholars began to study 60 years service marketing problems. Until the late 20th century, 70 years, the United States and Northern Europe before being formally launched in marketing services to academic research in marketing, and gradually established a more independent service marketing. The development of services marketing has gone through the following stages [57:12 ~ 14,68]: Initial stage (before 1980): This phase of the study was to examine similarities and differences between services and tangible products, and attempt to define the characteristics shared by most services - not aware of, not separation, differences, and lack of non-storage ownership. Exploratory phase (1980 ~ 1985): This stage of the study includes two aspects, one of the characteristics of services, how to influence consumer behavior, particularly focused on consumer services, features, advantages and disadvantages, and potential buyers risk assessment; the second is how to explore the characteristics of services can be divided into different types, different types of services people need to use different marketing strategies and marketing techniques to promote. Advance stage (1986 to present): This stage of the study results, first, service marketing mix of what factors should be included; Second, the quality of service conducted in-depth study; third is made of "service encounter" theory; Fourth specific areas of service marketing research topics, such as service export strategy, the service of modern information technology generation / management and marketing process, and so on. 3.1.3.2 service marketing mix elements and their contents Services marketing mix consists of seven elements, namely the service product (product), service pricing (price), service channel, or network (place), communication services, or promotions (promotion), service personnel and customers (people), in physical display ( physical evidence), the service process (process) [69]. The elements included in the contents of the [70], shown in Table 3-1. Beauty salon where the "service process" is a relatively low complexity and relatively high level of service to different processes [71]. 3.1.3.3 Customer Delivered Value Customer delivered value is the total value of the customer and the customer the difference between the total cost. Is the total value of the customer to buy a product and services customers expect from a group that interests; the total cost of the customer is the customer for the purchase of a product of time spent, mental, physical and monetary funds paid [63:28 ]. Customers to purchase products or services, often from the value and cost comparative analysis of two aspects, choose the highest value, lowest cost, that is, "customer delivered value," the biggest priority in purchasing the product or service as an object. Beauty salons to beat in the competition and attract more potential customers, they must provide customers with more than our competitors, "customer delivered value" of the product or service, so in order to improve customer satisfaction, and thus more OUR purchased products or services. To this end, two beauty salons can improve their work: First, by improving products, services, personnel image, increase the total value of products or services; the second is through improved service and marketing network, reducing the customer to buy products or services time, mental and physical cost, thus reducing the monetary and non-monetary costs.
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Status of Services Marketing in China
Hello! I am a marketing professional school. Here are some of my exposition see if I can be useful to you! Marketing in China is still a new thing can be said, the planned economy era is not marketing. As China and constantly improve the socialist market economic system, marketing, consumer behavior to guide people to guide the function of state-owned enterprises become more and more production activities are growing in importance. Understanding of China's market status and development prospects of marketing for China's economic development and the survival of enterprises is essential. First, the status of marketing 1. People have a basic understanding of marketing 20 years ago, if you mention marketing, people will feel very fresh. Today most of the Chinese business leaders on the "Marketing", "production for the consumer," "consumer, to meet consumer needs," is no longer strange, and some of the marketing theory and its development is very familiar. Development of faster, better, some enterprises (such as Qingdao Haier) have established a complete marketing system, and therefore greatly benefit from. But China's reform and opening hours is not long, we have the understanding of marketing theory and application is very simple and obvious, Chinese enterprises are also affected by the planned economy of the penetration of the marketing concept and marketing concept to establish a direct impediment. China's rapid economic development in recent years, since 1994 most of China's formal entry into the international competitiveness of 49 countries and regions of the column, in 2002 China ranked No. 31 overall, but China is the marketing of indicators ranked in 49, a disadvantage indicators. Shows that the development of the marketing situation is not optimistic. 2. Business concept behind, marketing concepts are unclear also widespread 3. Corporate brand awareness is not strong The connotation of the brand is very broad, it established a corporate image products in the minds of consumers. In addition to product quality, brand contains factors, quality of service enterprises, to honor commitments to consumers, consumers satisfaction and other factors are also included. It reflects the company's business ideas and business concepts. Therefore, branding is not simply rely on image advertising, and brand building to undergo a long process of accumulation may be. The tree must have a business strategy for the brand idea and plan to abandon the short-term behavior, down to earth customer service. Image ads are a secondary means of corporate behavior is only consistent with the image of the ad will produce reinforcement. Now the problem is that companies, or do not attach importance to the brand image, or the understanding of the brand is still stuck in the "implementation of brand strategy is to increase advertising spending" on some of our business is very good at using the media, in a short time has achieved great success. But the momentum of public opinion not to venture, strength, technology leadership will be based on such a media bubble. Momentum of light will be neglect of the product structure adjustment, ignoring the long-term development, it will eventually lead to failure. Too many examples around us was. Therefore, the full meaning can not ignore the brand and brand strategy is based: the right technology and product design, reliable quality, to fulfill promises to improve and facilitate services to the measures from the consumer point of view, effective management and corporate has a powerful strength and dedication to customer service corporate culture. Corporate brand strategy is the most effective way to develop one of the market, but we should know that brand strategy is rarely able to overnight success. 4. Lower the quality of marketing staff Marketing efforts in China generally do not meet the required quality of personnel, especially the enterprise sales force productivity and low quality. Understanding of their marketing efforts more to stay in the "marketing equals sales (marketing)" level, marketing management behind the lack of effective marketing network, marketing planning even if there is, the level is low, and so on. Since the concept of marketing position in the enterprise have not really established, companies can not progress has been made. 5. Marketing prospects China's large population, has the world's largest market. Just started marketing in China, many market has not developed, especially in the rural market. Rural residents is the largest consumer groups. Now account for 70% of the rural population, to achieve the consumer retail sales accounted for only 43% of total retail sales of consumer goods, which means that the rural market is a huge potential untapped market. Agricultural marketing, rural consumer goods markets are broad prospects for development. Second, China's enterprises are facing the marketing environment Joining the WTO means that China's enterprises must abide by WTO rules since, even if this rule is not very fair to us. To meet the accelerating pace of China's accession to WTO, the situation must be faced by China's enterprises to be rational analysis of marketing environment. 1. Domestic market internationalization 2. The world economy of scale 90 years, worldwide mergers significantly speeding up the scale of the world economy is taking shape. Billions of dollars in "Century merger" everywhere. The United Nations Conference Trade and Development published data, as of mid-90s, the world has 44,000 of public multinational companies, they control 40% of world GDP to 50%, international trade, 50% to 60%, the product R & D 80% to 90%, 90% of foreign investment. Since reform and opening, China's enterprise strength greatly increased, but there is inevitably compared to the scale of international operations shame: the largest 500 industrial enterprises is less than total sales, General Motors, a Chinese electronics industry, total sales of only about hundred companies ibm's 1 / 5, the Chinese retail company Wal-Mart's total sales of less than 1 / 10, 116 oil refineries in China the average annual production scale of less than 45% of the world average, China's total output of all the car factory only and the production of GM 1 / 5. Large scale of operation of foreign enterprises arising from economies of scale, so that the rapid decline in cost of products, which products in the international market, China's enterprises will face strong pressure from cheap goods multinational. 3. Multipolar competition 5. Modern marketing Western developed countries since as early as the middle of this century to achieve from a seller to a buyer's market, from traditional marketing to modern marketing, a historic change: the shift from a producer-centric to consumer-centric; from price competition into service competition, brand competition; from the simple pursuit of profits into consideration the benefit of the environment and society. Correspondingly, the overall marketing, service marketing, image marketing, green marketing, network marketing, and other modern marketing concepts and methods emerging. This requires us to closely follow the trend of the times, updating marketing concept, a sound marketing organization.
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Sports Marketing
As a new generation, refers to sports marketing with the main sponsor, title and other means, through the sponsorship of sports to promote their brands. First case of Samsung Electronics will let you see the sports marketing charisma. Case In 2002, Samsung Electronics is the U.S. investigation agencies interbrand professional brand companies and the U.S. "Business Week" as the fastest growing global brand value of the company. The reason why Samsung made this remarkable achievement, from the 1996 Samsung Chairman Lee Kun-hee's a strategy: In line with the core strength of the corporate intangible as_set_s and the source of corporate competitiveness brand value raised to the principle of the world level, through the sponsor the Olympic Games, Asian Games and other major international sporting events to carry out sports marketing, to greatly enhance Samsung's brand value. In fact, in the past 10 years, major sporting events, Samsung figure appeared frequently: from the 1988 Seoul Olympic Games, Nagano 1998 Olympic Winter Games, to the Sydney 2000 Olympic Games, Salt Lake City 2002 Winter Olympic Games, until 2004 Athens Olympic Games, Samsung Electronics has never been absent. Now, Samsung also claims that will never give up the 2008 Beijing Olympic Games sponsor status of wireless communications. Obviously, Samsung Electronics has achieved extraordinary success of sports marketing, Samsung Electronics, which stems from the accurate grasp of sports marketing, Samsung Electronics has been embodied in the pursuit of sports, sports and cultural understanding into the product, and high quality products with the Olympic "higher, faster, stronger," the spirit of the perfect combination. Reviews With the vigorous development of China's sports market and the public's rising enthusiasm for sports, sports marketing has become the marketing and branding as an important strategy. According to the latest survey, sports marketing, especially for it, food and beverage, communications, finance and automotive industries. In fact, with new methods of operation, excellent advertising effectiveness, marketing, sports marketing has become a family of a member of the most effective marketing, and by the firms. From international experience, the business generally through sponsorships, naming, sports advertising, sports star endorsements, club sponsors, etc. for sports marketing. The corporate marketing and sports events will be the method of combining broad _set_ of audiences, sports and public value of the concept features in one, can quickly enhance the brand, image and improve customer relationships, and ultimately increase product sales, create benefits for enterprises. From the International Olympic Committee over the years, "partnership" the development of enterprises, these enterprises from developing the Olympic movement is undoubtedly the return to intangible as_set_s is extremely generous. Problems However glamorous sports marketing is not all distributed charming style. Sports marketing companies in our country there are many problems on and mistakes that many companies spend huge sums of money invested in sports marketing, with little success because of the boondoggle. To sum up, the following aspects. First, the business activities is often difficult to achieve long-term continuity is difficult to receive good benefits. On the contrary example is the Samsung Electronics through a gradual, system integration process, major sporting events continue to promote their brand, since 1988 has never been interrupted, the system sports marketing its brand gradually been taking root and conquer public. Second, the organization of enterprises to participate in such activities is not strong, they can not achieve coordination with other organizations. Third, the sports marketing as a marketing approach, there is no other marketing activities and business and consistent with overall marketing goals, which led to internal friction. Companies need to consider various factors, such as the use of various marketing tools, promotional activities and dissemination of vector design, considering the feasibility of the program of activities, degree of contact with the target customers and activities to make up for the failure of measures. Fourth, corporate business marketing and human spirit should not be a good combination. In addition, the company's investment in sports marketing, often tend to be blind, not within our capabilities to carry out what level and scale of the sports marketing often not practical to consider their own position, strength and strategic objectives. Five points Our operators are now beginning to realize the magic of sports marketing, coupled with stimulation of the 2008 Beijing Olympic Games will definitely be in addition to sports competitions, the sports marketing game another will smoke. Like sports competitions, sports marketing strategy is a fierce trial of strength and endurance, the successful application of sports marketing enterprises to pay attention to the following areas is essential. 1. Sports marketing to focus on systematic and continuous, cast the brand in a day, the same sports marketing short-term benefits are obvious, but to achieve greater success, you need to focus on long-term and effective investment. 2. To give love sports, the project _set_ to be human. For products, brands, services to increase content, increase cultural, add value, pay attention to emotional service. Whether advocating Ku Erni baby doll, and the beauty and sexy football, football game and experience catharsis; or advocating Baggio's cool and lonely, even curious, market sentiment has always been the soil, can not be touched without emotion aroused consumer those who desire to buy. 3. The sports culture has a good, preferably with national and traditional features. More attractive with the feelings of culture, people always want to see something familiar and unfamiliar things together that feeling. Good cultural content specific to the project from beginning to end is full of mood, more flavor and value. The most basic function of sports marketing is a seller (business) and the buyer (consumer) to improve or rebuild an important tool in their relations, both sides produced by the sport of common focus, the culture into the Olympic brand cultures by This resonance, which is different from the enterprise to win the goodwill of consumers to take the leading manufacturers of communication style, which of course shaped by the corporate image more deeply rooted and difficult to shake, and thus drive performance improvement. 4. Note celebrities and effective connections between brands: Celebrity Category whether the same product category, not a star can be qualified for any publicity and promotion of a product, and brand building; celebrity image and corporate brand image in trying it consistent, this point is very important. Celebrity personality, the impression to all the fans of the brand image; Masters level and enterprise level to match the advertising and purchase behavior associated with the audience. 5. With the concept of integrated marketing to engage in sports marketing. The brand core culture of sports as a platform for further improvement and beyond, is a systematic and sustained process. Around a series of marketing events to take from the public, culture, hot spots and other point of view, the use of advertising, promotions, events and other means to achieve the integration effect.
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Network Services Marketing
Internet Marketing (on-linemarketing or cybermarketing) the full name of the network of direct marketing, direct marketing is a form of corporate marketing practices and modern information and communication technology, computer network technology product of the combination, refers to electronic information technology companies based on a computer network as a medium and means to conduct various marketing activities (including online research, new product development network, network marketing, network distribution, network services, etc.) in general. Internet marketing methods are implemented in accordance with its broad and narrow sense, refers to the broad use of all network marketing computer network (including intranet intranet, edi system dedicated network and internet industries Internet) for marketing activities, while the narrow network specifically refers to Internet Marketing Marketing. Internet, the world's largest computer network system. As February 1998, the Internet has covered more than 170 countries and regions, connecting more than 60,000 regional network of more than 600 million hosts, with about 1.3 million users, but also to network with a brutal 15 per month % growth rate. The Internet is rapidly penetrate into the social, political, economic and cultural fields, into people's daily lives, and bring social and economic, it is a major lifestyle change. Mankind has entered into the network society, more and more enterprises recognize the Internet on the role of business development, have diverted the technology high ground, and the future of competitive advantage as a major way. Network Marketing as a new marketing approach, as compared with traditional marketing methods have obvious advantages. First, the Internet has spread a wide range of media, fast, no time to geographical restrictions, no time to layout constraints, detailed, multimedia, vivid, two-way communication, feedback and so quickly, help to improve the efficiency of marketing information dissemination, and enhance the effect of marketing information dissemination and reduce the cost of marketing information dissemination. Second, no shop rent, the cost of network marketing. Direct marketing products and have achieved, can help companies reduce inventory pressure, reduce operating costs. Third, the Internet coverage of the global market, through which enterprises can quickly and easily into any one country market. In particular, the Second Ministerial Conference of WTO at the next ministerial meeting before the decision not to impose tariffs on trade network, network marketing, more companies to the international market has _set_ up a green channel. Fourth, the Internet, any enterprise are not subject to the absolute limit their size, have equal access to information and equality around the world to show themselves, which for the small and medium enterprises to create a wonderful space for development. Use of the Internet, SMEs spent only a very small cost, you can quickly _set_ up their own global information network and trade network, product information will be quickly passed to the previously only large companies with deep pockets to go to reach the market, equal and large enterprises to compete. From this perspective, network marketing is just beginning, and small and medium enterprises face strong competition provides a powerful competitive weapon. Fifth, network marketing than traditional marketing to make consumers have greater freedom of choice. Consumers can demand based on their characteristics and on a global scale without geographical, time constraints, to meet the product quickly find and compare fully conducive to saving consumers time and transaction trading costs. In addition, the Internet can also help enterprises to communicate one on one with consumers, for consumers to facilitate the individual needs of businesses, providing one on one personalized service. Of course, all things have their own strengths, but also the somewhat short. As a new marketing methods, Internet marketing has great vitality, but there are also some shortcomings. For example: network marketing in particular the distribution network can not meet consumer personal social psychological needs. Can not make the consumer shopping process to display their social status, achievement or ability to pay and so on. Nevertheless, the network marketing as a new way of marketing in the 21st century unstoppable, global business competition will become a sharp weapon. Status of Network Marketing In China, Internet marketing started late, until 1996, China's enterprises began to be tried. According to media reports: In 1996, farmers in Qingzhou Li Hongru first opened on the Internet "online shop", the annual sales income of 9.5 million yuan, customers throughout the country, but the company is not a salesman; 1997, Wuxi, Jiangsu Little Swan using the Internet 8 to the international release of large washing machine manufacturing enterprises co-production dishwasher information, and through online negotiations, finalizing Ariston as a partner, signed a contract to 29.8 million yuan; Haier Group in 1997 to 3000 via the Internet Taiwan refrigeration refrigerators exported to Ireland, to May 12, 1999, the company released the information accumulated 11,298 times via the Internet to receive and process user e-mail more than 3,600 letters, the number of visits per day from the same period last year expanded to the present average of 2,300 passengers 27,000 passengers a day, and 20% of the export business through the Internet. Beijing, Shanghai and Guangzhou, many commercial enterprises have also _set_ up virtual shop on the Internet, the country has reached around 100 online stores. Currently, the network marketing business in China has begun to be adopted, a variety of network research, online advertising, online distribution, network services, network marketing, is very active involvement in the production and management of enterprise. Hydrogen on the State Information Center statistics show that currently there are 8 million companies in China have joined the Internet and related online marketing, in which the computer industry, communications industry, the financial sector more generally, the computer industry 34%, 23% of the communications industry the financial sector is 11%, other 32%.
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