服务营销英文翻译

Road Service Marketing

Enterprises 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 value. 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.

Service brands

Producers 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 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 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 "360 ° expert services," Legend's "sunshine services, and so on." Meanwhile, some enterprises are still against 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 product

For service products, telecommunications, postal services, banking, 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, 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 providers, customers gain meet, and then achieve from the right brand trust, loyalty to the satisfaction of leap.

Serves the entire journey

Sales 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) 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 (warming), 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 embodied through strategic planning services, the establishment of full service system.

Mode of service

Many 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 create 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 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 every major city, for marketing Libangqi lay a solid foundation.

Services conceptualization

Concept 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 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 real estate industry and frequent service concept, such as "steward service," "no service". In production areas, is more typical of Motorola's "Total Quality", This is the "customer is completely satisfied" with the purpose of the proposed, namely customers, "Fast professional services."

The service pledges

Despite 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 products, 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 customers 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 specific 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 services

Practice has proved that not only the production, marketing, research and development, 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 services 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 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 outsourcing 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 service 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 United States sold merchandise retailing of discretionary maintenance services for the United States (warranty period).

Service channel

Marketing products not only to establish distribution channels and information channels, but also to establish channels of service, products and channels built wherever service 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, However, 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 composite 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 manufacturer 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 service

Growing market demand 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 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 breakdown 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. 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 data 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 customer's first contact, until the subsequent service and denounce, through to 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 customer's specific requirements provide a full range of satisfactory service.

Diversified service

Diversified 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 services 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 website) 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 marketing 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 treatment quality will lose customer loyalty. even customer complaints to the associations, the media and other departments, enterprises will have a negative impact.

Service differentiation

In the products, technologies growing homogenization of today, only the brand and service efforts. So producers began 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 "difference" can be seen from three angles to understa nd : a competitor is not, and the enterprise's 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 country, 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 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 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 management consulting services to meet customers increasingly complex and individualized needs, This is the difference between the service advantages.

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，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，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。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的个性匹配中心”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04年2月14日宣布了一项全面的零售商“彩虹服务”项目，海尔，海信电器签署了一项协议，这些企业在美国家电企业出售的商品为美国（保修期）全权委托维修服务零售。

服务通道

产品不仅行销，建立销售渠道和信息渠道，也为建立服务，产品和服务渠道的地方建在有必要建立频道。终端销售和服务网络的距离越来越近，越来越多的网络密集，服务半径越来越小。这是一个必然趋势。虽然有些企业相结合的销售渠道和服务渠道，但是，越来越多的企业正在努力建立专业的服务渠道，如创维，普尔世（加号），该服务创品牌厂家。服务渠道主要有三种：第一是服务和产品分销渠道的整合渠道，形成复合的渠道，如联想集团已要求其经销商“频道服务”的职能，以及汽车产业的兴起三店，4S的店，是集展示，销售和服务，在四大功能部件供应商，第二是它自己的销售服务渠道的生产者;第三个制造商的服务外包给房主网络的专业服务，专业使用服务营销渠道，以购买服务的平台，或特许那些小型，分散的终端服务，这些都是很潮流的做法。

个性化服务

消费市场不断增长的需求，个性化服务也随之而来的个性，否则企业将在市场上被动。这是一个故事，有一个左撇子用户使用鼠标，以反映联想显然，结果很快就联想左手鼠标定制。联想是不是要左撇子从客户那里赚钱，关键是一种态度，而服务的重大意义。看来，企业不但要市场，同时也为服务细分产品市场细分，不仅做到“一对一”的营销。而且还“一对一”服务。通过为不同的服务定制不同类型的细分客户，这是营销服务的准则未来。企业应严格区分客户和客户规模的质

量，服务，以满足不同客户的不同需求不同的政策。这是客户管理的做法。企业采取“一刀切”的客户服务策略管理，将不可避免地导致重点客户，重点客户的流失，给企业造成致命的损害。随着软件技术的客户数据管理，建立分客户的条件下，满足客户个性化需求的发展创造了条件。戴尔计算机（DELL）的直接与客户服务理念，以著名的戴尔建立从客户的第一次接触直接联系，直到后续服务，并谴责，通过与为实现这些责任的戴尔客户体验单点客户。通过直销模式，无论是最终用户，小型企业客户，戴尔的客户或大客户服务和技术支持要求是众所周知的，针对每个客户的具体要求，提供全方位的满意服务。

多元化的服务

多元化的服务平台，立体化，创造了便利它是四个C服务思想下，总体指导思想的最大客户。许多制造商都建立了店面服务接待（销售服务中心），平面服务载体（运行服务指导出版物和宣传材料等）载体语音服务（用电话呼叫中心或中心配备），移动运营商（运输服务）。运营商网络服务（建立一个互动的网站）多服务平台，使客户有更多的机会接受服务。同时，“被动”的服务需求客户的认可，还主动拜访客户使用，有计划，有系统，营销服务过程，例如，多种渠道的沟通，通过电话，传真，电子邮件，书信，家访等多种渠道提供服务。由于生产者知道客户需要建立一个便捷，通畅的服务访问，否则可能带来如及时治疗质量不足，会失去客户的忠诚度的麻烦，很多。甚至客户投诉，协会，媒体和其他部门，企业将产生不利的影响。

差异性服务

在产品，技术不断增加的今天，只有品牌和服务同质化的努力。因此，生产商开始差异化服务的文章。服务差异体现在许多方面，如服务品牌差异化，差异化的服务方式，服务技术差异，在服务，通讯服务，概念差异，如在许多方面存在差异。对于“差异”，可以从三个角度理解：一个竞争对手没有了，企业自身的独特的，虽然是竞争对手，但是这两个企业的高超，三是完全不同于我们的竞争对手的做法不同的追求。“IBM是服务”，这句话被从国外到国内，事实上的确是有IBM竞争者之间的差异，绝对的竞争优势：20世纪90年代初以来，IBM全球服务部将成为第一个“服务”的概念进入中国，中国提供一个全方位的技术服务客户，展示了其全面的技术和专业服务能力。IBM全球服务部不仅为客户提供基于维护和更换零配件及售后的服务我们的硬件和软件的客户。这是很多企业还必须能够提供的服务，但更重要的是，还提供诸如独立咨询顾问，业务流程集成和技术服务，系统的专业服务，网络综合布线系统集成，人力培训，运维信息服务，以及其他信息技术和管理咨询服务，以满足客户日益复杂和个性化需求，这是服务优势之间的差异。