浅析服务企业个性化服务营销策略-英语论文
企业服务营销策略外文文献翻译最新2016年
毕业设计附件外文文献翻译：原文+译文文献出处: Mender G. The research of enterprise service marketing strategy [J]. International Journal of Production Economics, 2016, 2(6): 122-132.The research of enterprise service marketing strategyMender GAbstractAny business activities of enterprises are exist and rely on a certain social environment, as long as the surrounding environment has changed, companies will start to adjust system to adapt to the environment and to maintain their own survival. Industrialized mass production contributed to the formation of the big market, more and more after meets the basic demand in the rest of the goods, but natural resources are becoming scarce. The development of science and technology has brought the industrial structure adjustment, knowledge and intelligence as the core resources, network technology, and electronic commerce constitutes the knowledge-based economy. Economic globalization is the product of evolution of social economy. It brings opportunities and challenges facing the enterprise. So, the enterprise only realize build the core competitiveness, in constant change. Core competence is many elements through a long time of precipitation formation. It is seen as the source of enterprise with customer.Keywords: service marketing, marketing mix, the SWOT analysis1 IntroductionThe changes of social economic environment, and the accompanying social consumption idea and values will make instant response. Market pattern is indisputable fact that supply exceeds demand, also is disappearing, "shortage economy" s "buyer's market" begun to take shape, making passive accept consumers has become the master of the market. All the business activities of enterprises is around the "customer". Under the condition of on the background of knowledge economy, consumers have more knowledge, information and skills, keen to learn and practice more. Advocating "quality" of "perceptual consumption" replace the "rationalconsumer" is pursuing the "quantity". Based on the basic function of commodity, quantity and low price is no longer necessary main demand, and pay attention to the individuation of consumer, respected feeling, superiority, security and other emotional and psychological satisfaction become fashion consumption. This will cause people to the product conceptual understanding of change. Customer is the enterprise existence reason, only has satisfied the customer needs and preferences, the enterprise survival and development can be attained. From the enterprise's growth and the history of the research and analysis, the people realize soberly, in the numerous and complicated factors which restrict the development of the enterprise, the enterprise customers to provide product value evaluation has the final say. The pursuit of enterprise run by the original "profit first" into modern pursuit of "customer first". Enterprise survival and development environment, market supply and demand structure, the change of the enterprise management strategy has revealed the customer in the leading position in the enterprise operation. To comply with the trend, enterprises must truly take customer as the focus, to provide customers with "value" products, this is the "customer first", is the true meaning of "competitive". To maximize the value of customer perception, in addition to continuously strengthen product development performance itself, more need to increase product with service value of the intangible service quality to make the customer perception and enjoy more value products, make the enterprise keep development even more customers, greater profits, so that enterprises can put more cost to research and development to improve product performance and improve service quality, into a virtuous cycle.2 Literature reviewSince the 1960 s, research service marketing problems. Until the 1970 s, the United States and northern Europe marketing scholars with official to carry out the service of marketing research and gradually established a relatively independent service marketing. The development of the service marketing roughly experienced the following stages: Beginning stage (before 1980) : this phase of the study is mainly to discuss the differences between services and tangible products, and attempts to define common feature of most service not perceptual, inseparability, diversity, to be storedand lack of ownership. Exploring stage (1980-1985): this phase of the study mainly includes two aspects: one is to explore the characteristics of the service how to influence consumer buying behavior, especially focused on the consumer on the service characteristics, advantages and disadvantages and potential assessment of the risks of buying. The second is to explore how to according to the characteristics of the service can be divided into different types, different types of services requires marketers use different marketing strategy and skill for promotion. Advance stage (1986 - present): this stage research, one is to discuss the service marketing mix should include what factors. The second is a thorough research on service quality. Three is the theory about "service contact". Four are some of the special research in the field of service marketing, such as the export of service strategy, modern information technology on the service/management and the influence of the marketing process, etc.3 Introduction to the theory of service marketingService marketing is the enterprise under the premise of fully understanding to meet consumer demand, to fully meet the needs of the consumers has taken a series of activities in the marketing process. Service as a kind of marketing mix elements, really to the attention of the people is the century in the late 80 s, this time, due to the progress of science and technology and social productivity significantly increased, accelerating industrial upgrading and production of professional development, on the one hand, make the product service content, namely product service intensity increasing., on the other hand, with the improvement of labor productivity ', market to a buyer's market, consumers as income levels increase, also gradually change their consumption demand, demand levels also increase accordingly, and develop in the direction of diversification.3.1 Compared with the traditional marketing service marketingThe research of service marketing formed the two fields. As a service product is marketing and customer service. The essence of service product marketing is the study of how to promote as a product of service exchange. Customer service marketing is the nature of the research how to use the service as a marketing tool topromote the exchange of tangible products. Both products and services marketing and customer service, marketing, service marketing concept is customer satisfaction and customer loyalty, through customer satisfaction, and loyalty to promote favorable exchange, finally realizes the marketing performance improvement and long-term growth of the enterprise. Compared with the traditional way of marketing, service marketing is a marketing concept, marketing services, and the traditional marketing way is just a sales approach, business marketing is the specific product. Under the traditional marketing, consumers to buy the product means that the completion of a deal, though it also has the product after-sales service, but that's just a solve product after-sales maintenance functions. And from the service marketing concept understanding, consumers to buy the products only means the beginning of a sales job and is not the end, the enterprise is concerned not only for the success of the product sold, pay more attention to the consumer to enjoy the services provided by the enterprise through the product of the whole process of feeling. It can also be used. In order to understanding from Maslow’s hierarchy of needs theory: person of the highest need is to respect the needs and self-actualization needs, service marketing is (or person) provides the requirements for the consumer, and the traditional marketing way just provides a simple meet the needs of consumers in the physical or security. With the progress of the society, the improvement of people's income, consumers need is not only a product, have more need of this kind of products with specific or personalized services, which have a kind of is the feeling of respect and self value realization, and this feeling is brought by the customer loyalty. Service marketing is not just a new tendency of the development of the industry, but also the one kind of inevitable product of social progress.3.2 The evolution of the service marketingMature service enterprise marketing activities generally experienced sales, advertising and communications, product development, differentiation, customer service, service quality, and integration of seven stages and relationship marketing. Sales stage: competition, sales ability gradually increases. Enterprise attaches great importance to the sales plan rather than profits, sales skills training to employees,hope to attract more new customers, and did not consider making the customer satisfied. Advertising and communication stage: enterprise aimed to increase advertising investment, specify more than one advertising agency, brochures and point of sale of all kinds of information. Customers raised expectations, then enterprise often difficult to meet customer expectations. This phase output is not easy to measure and competitive imitation. Development stages: the stage enterprises realize new customer needs, so the introduction of many new products and services, products and services to spread. Emphasis is on new product development process. Began to market segments, establish a strong brand. Differentiation stage: enterprise positioning, through strategic analysis for differentiation, formulate clear strategy. Deeper market segmentation and market research, marketing planning, marketing, training, strengthen the brand operation. Stage customer service: customer service training, improve the service of external promotion behavior. Profitability is influenced by a certain degree even unable to continue. No process and system support. Service quality: service quality gap. Letter is from the customer analysis, customer behavior research. Design service blueprint but failing to retain old customers. Integration and relationship marketing stage: constantly research on customers and competitors. Pay attention to all the key market. Strict analysis and integrated marketing plan. Balance on the basis of marketing, marketing activities, improve procedures and systems, improve measures to retain old customers. In the 1990 s, relationship marketing becoming the focus of marketing companies, the service marketing into a new realm.3.3 The general characteristics of service marketingThe service can be divided into two categories in real economic life. Is a kind of service products, products for customers to create and provide the core interests of mainly from the intangible service? The other is a service function, mainly from the core of the product form, intangible services just to meet the customer's main demand. Berry and opera win Frey Mr. Subramanian 汄for, in the product source of core interests, tangible composition than intangible components, so the product can be regarded as a kind of "commodity" (refers to the tangible products). If the intangibleingredients than tangible elements, then the product can be regarded as a "service". Consistent with the service of this distinction, service marketing research formed the two fields, namely the service product marketing and customer service. The essence of service product marketing is the study of how to promote as a product of service exchange. Customer service marketing is the nature of the research how to use the service as a marketing tool to promote the exchange of tangible products. However, both service product marketing, and customer service marketing, the core concept of service marketing is customer satisfaction and customer loyalty, by obtaining customer satisfaction, and loyalty to promote mutually beneficial exchange, finally realizes the marketing performance improvements and the long-term growth of the enterprise.译文企业服务营销策略研究Mender G摘要任何企业的经营活动都是存在并依赖于一定社会环境的，只要周围的环境发生了变化，企业就会启动调节系统来适应环境并来维持自己的生存。
浅析服务企业个性化服务营销策略
浅析服务企业个性化服务营销策略现代社会，服务行业日益充盈，企业面对激烈竞争，如何在市场中脱颖而出成为广大企业所关注的问题之一。
个性化服务营销策略作为一种创新性的营销手段，正逐渐引起企业的重视。
个性化服务营销策略不再将客户视为整体，而是根据客户个体的需求进行定制服务，帮助企业更好地理解客户、赢得客户的信任和忠诚，提升企业的竞争力。
一、个性化服务理念的兴起个性化服务理念的兴起，根植于客户的需求多样化和市场竞争加剧的现实情况。
随着社会的发展，人们对于服务质量和体验提出了更高的要求，传统的批量生产和一刀切服务已经不能满足客户的需求。
此时，企业通过提供个性化服务，能够更好地满足客户的需求，提升客户满意度和忠诚度，从而获得更多的市场份额。
二、个性化服务营销策略的意义1. 提升客户满意度个性化服务营销策略能够帮助企业更好地了解客户的需求，根据客户的个性化需求提供相应的服务，从而提升客户的满意度。
客户在获得个性化服务的过程中，会感受到企业的关注和体贴，增强对企业的信任和忠诚度。
2. 增强市场竞争力通过个性化服务营销策略，企业可以根据客户的需求特点，精准地定位市场，提供专属于客户的产品和服务，从而赢得客户的青睐，提升品牌形象和竞争力。
在同质化产品日益增多的情况下，个性化服务能够帮助企业在市场竞争中脱颖而出。
三、个性化服务营销策略的实施方式1. 数据分析个性化服务的核心在于了解客户的需求，而数据分析是实现个性化服务的重要手段之一。
企业可以通过收集客户的消费数据、行为数据等信息，分析客户的喜好、需求特点等，为客户提供更加个性化的服务。
2. 定制化服务根据数据分析的结果，企业可以为客户提供定制化的产品和服务。
可以通过个性化定制产品、个性化推荐服务等方式，满足客户的个性化需求，提升客户体验和满意度。
3. 营销渠道个性化除了产品和服务的个性化外，营销渠道的个性化也是一个重要的方面。
根据客户的喜好和习惯，选择合适的营销渠道，进行针对性的推广活动，吸引更多的客户。
营销策略研究毕业论文英文
营销策略研究毕业论文英文Title: A Study on Marketing StrategiesAbstract:This research paper provides an in-depth analysis of marketing strategies in the field of business. The study aims to identify effective marketing strategies that can enhance brand recognition, improve customer engagement, and ultimately increase revenue. Various marketing concepts and theories are explored, and empirical evidence from case studies is presented to illustrate the practicality and effectiveness of these strategies. The findings of this research provide valuable insights for businesses to develop and implement successful marketing strategies in the ever-evolving marketplace.Introduction:Marketing strategies play a crucial role in the success of a business. They encompass a set of tactics and methods implemented to promote products or services, generate sales, and build a strong brand presence in the market. In today's competitive business landscape, it is essential for companies tohave well-planned and unique marketing strategies to stay ahead of the competition. This research paper aims to delve into various marketing strategies and determine their effectiveness in achieving business objectives.Methodology:A comprehensive literature review was conducted to gather information on marketing strategies. Primary and secondary data were collected from various academic sources, industry reports, and case studies to support the research findings. A qualitative approach was adopted to analyze the data and draw conclusions about the effectiveness of different marketing strategies.Results:Several marketing strategies were identified and analyzed in this study. The findings suggest that a combination of traditional and digital marketing techniques yields the best results. Traditional marketing methods, such as print ads, TV commercials, and billboards, remain relevant in reaching a broader audience and creating brand awareness. However, digital marketing strategies, including social media marketing, search engineoptimization (SEO), content marketing, and influencer marketing, have emerged as powerful tools to engage with customers and build meaningful relationships. These strategies enable businesses to target specific demographics, personalize marketing messages, and track and analyze campaign performance.Case studies from successful companies were examined to showcase the practical implementation and outcomes of these marketing strategies. Additionally, the long-term effects of marketing activities on brand loyalty and customer satisfaction were explored. The research findings highlight the importance of continuous market research, competitor analysis, and consumer insights to formulate effective marketing strategies.Conclusion:In conclusion, effective marketing strategies are vital for businesses to stand out in the competitive marketplace. Companies need to understand their target audience, the industry trends, and consumer behavior to design and implement successful marketing campaigns. This research paper provides valuable insights into various marketing strategies,highlighting the significance of combining traditional and digital marketing techniques. The findings can serve as a guideline for businesses to develop and execute strategies that enhance brand recognition, customer engagement, and revenue generation. With the ever-evolving market dynamics, it is crucial for companies to adapt their marketing strategies to stay relevant and achieve long-term success.。
英语作文-创业指导服务行业的市场营销策略：品牌塑造与推广
英语作文-创业指导服务行业的市场营销策略：品牌塑造与推广In the competitive landscape of the business advisory services industry, effective marketing strategies are crucial for shaping and promoting a brand. This is particularlytrue for the burgeoning sector of entrepreneurial guidance services, where establishing a strong market presence can significantly impact success. Here, we explore essential marketing strategies focused on brand building and promotion within the entrepreneurship advisory industry.Understanding the Market Dynamics。
The entrepreneurship advisory sector thrives on innovation and adaptation. Asstartups and small businesses seek specialized support in navigating challenges and maximizing opportunities, the demand for effective advisory services continues to grow.To capitalize on this demand, firms must strategically position themselves throughtargeted marketing efforts.Building a Strong Brand Identity。
servicemarketing服务营销英文论文
servicemarketing服务营销英文论文The Service Encounter Journal and Analysis1.IntroductionUnlike the tangible products output by the manufacturing industry, service as a kind of product, has very distinctive features. Service is actually a process of input, transformation and output. It has the features of intangibility, customer participation, variability, low entry barriers and it cannot be touched and stored. Service marketing means the a series of activities during the marketing process in order to meet consumer demands.With the development of social division of labor, the progress of science and technology and people's increasing living standard, the role of the service marketing in the enterprise marketing management also becomes more important. (Zeitham et al, 2005) This article will use the basic theory of service marketing, combined with the my personal customer experience, to analyze and evaluate the service marketing of five encounters, the McDonald's, Starbucks, Esprit, IKEA and Windsor Hotel, so as to demonstrate my understanding towards the link between services marketing theory and practice.2.McDonald’s2.1 The intangibility of service processesFor me as a common customer, my purpose of buying food from McDonald’s restaurant is not only getting the food, but also experiencing its high quality service and enjoying the modernized environment and facility. At the time, my gaining including enjoyment and happiness is intangible. This kind of gaining is achieved by the design of the restaurant. As a result, although a part of McDonald’s service is tangible, from thecustomer’s perspective, the aim of our consuming behavior is getting a tool to solve problems rather than getting the items. As for the McDonald’s, they sell happiness rather than hamburgers, like their slogan I'm lovin' it.2.2 Production and consumption take place simultaneouslyFor many other industries, the production and use of products are two different stages and happen in different places. Customers cannot directly get involved in theproduction system. But in general the service production and consumption are simultaneous. (V argo& Lusch, 2004). For example, eating hamburgers at McDonald's is the time of consumption. When stop eating, the production and consumption will stop at the same time. Only when the customers come to consume can McDonald’s services be produced, their service process is the products. This feature makes the service product not easy to control the quality, it needs customers to queue up as a buffer. Every time I go to McDonald's, the waiting is very short, less than two minutes. Besides the staff will provide me the food within one minute. Therefore quick, friendly and reliable service has become a symbol of McDonald's.2.3 The service cannot be restored the above analysis we know that, it is the simultaneity of production and consumption that make the services cannot be stored usually. When McDonald's restaurants open, their basic cost has been fixed (rent, infrastructure, staff wages and so on). Even if the restaurant have a lot of empty seats, as long as a day passes they cannot be reused, so the opportunity to get profit from production capacity has completely disappeared. However from cyclical demand of customers, many guests cannot find seats during the rush hour, while at the off-peak period, customer number is obviouslyinsufficient, so the restaurants waste a lot of fixed cost. McDonald's has some rules such as the shelf life of burgers is 10 minutes, French fries is 7 minutes, if they cannot be sold with the regulated time they will be thrown into the garbage. But McDonald’s takes some measures to adjust the service ability such as hire temporary workers and increase the self-service ways. It also use some strategies to achieve stable demands such as providing appointments and price temptation.2.4 Customers participate in the service processThe concept ‘Customers are in your factory’ is very common among service industries. In most cases, customers actively or passively get involved in the service process. In McDonald's stores, in addition to getting greetings for the restaurant staff while ordering food, customers will not get other specific services. They need to get food, find seats and litter the garbage all by themselves.All in all, as a leader of the fast food industry, McDonald’s embodies all kinds ofcharacteristics of the service marketing. In order to avoid the negative impact of the service marketing, it takes all kinds of measure to control risks and expand business. (Gr?nroos, 2001)3.Starbucks3.1 The tangibility of Starbucks’ servicesStarbucks has strict requirements to the employees. They are required to understand the basic knowledge of coffee and even more delicate ones, and they should enthusiastically share customers with the coffee-related information, such as how to determine when is the best timing to taste the coffee. Of course, there is smile on their faces all the time. In addition, the interior design of the Starbucks has very strict standards as well.Although in the same city, different Starbucks stores are decorated with different styles, but they all need to meet the demand of achieving the harmony of nature and customers. (Edgett & Parkinson, 1993)3.2 The standardization of Starbucks’ servicesExcept for the coffee, Starbucks also sell everything relevant to coffee in the stores. Such as various flavors of coffee beans, coffee machines, creative coffee cups and fresh roasted cakes. According to the store staff, Starbucks pays much attention to the quality of the products, whether the procurement and transportation of the raw beans, the process of baking, mixing with ingredients and water filter, or finally provide the coffee to the customers, everything moment must meet the most stringent requirements. At the same time, any coffee making equipments Starbucks sells should be tested and evaluated, any new equipments needs to pass the strict inspection before entering into the public. In a series of service work, Starbucks makes each step standardized. During the process, it also integrate with careful marketing services. (Schultz & Jones, 1997)3.3 The customer relationship of StarbucksIt is said that Starbucks only $1 million on advertising spending every year on average, compared with the similar industry that quite very few. However, as for its promotion, it uses the media, coffee lectures and all kinds of marketing activities to introduce thecoffee culture to the customers, letting customers know and understand the Starbucks coffee, and by the means of communication with customers to make customers feel their sincerity. Starbucks keeps sincerely caring about the employees and customers and apply the relationship marketing very well. Atthe same time it also reflects the humanist service of Starbucks. (Smith, 1996)3.4 The humanity of Starbucks’ servicesStarbucks has been in pursuit of perfection all the time. As for the store decoration and staff behavior, they make the customers really experience every careful tiny detail and service. In terms of the employees, they creates the work atmosphere of mutual respect and trust. As for the partners, they carefully select and set up good relations of cooperation. (Schultz & Jones, 1997) All in all, the unique and successful relationship marketing make Starbucks successful.4.ESPRIT4.1 Brand image and shop decorationESPRIT is one of my best clothing brands. The design concept "care the attitude rather than the age" of ESPRIT has spread around the world. ESPRIT represents fashion life brand with energy, promoting cooperation, pursuing the ideal, positive and optimistic life style. Not only does ESPRIT shape for the customer with the clothing, but also a way of life, the attitude to life and a sense of self, which is outstanding, active and creative. In terms of the shop decoration of ESPRIT, there are always large billboards and bright windows, coincided with fashionable music and products, along with the young and energetic clerks of the store. All of these can bring the customers nice mood easily. The image itself of ESPRIT is sending out the warmth and happiness. (Boyt et al, 2001).4.2 The the three stages of marketing servicesMarketing service content in clothing stores can be roughly divided into three stages, service before sales, in sales and after sales. If all the three stages of service can meet the consumerdemands in an all round way, the store business will certainly thrive.The pre-sale service refers to the preparing work before opening the shops, including the store cleaning job, displaying measurement, replenishment the price of goods, merchandise display, as well as guide the staff about the product knowledge and methods of receipting customers. In-sell service refers to the service period when a customer goes into a store until leaving.After-sales service points to the additional services provided by the shops for the customers after the product are sold. Such services include methods, delivery processing range, sending greeting cards and so on. (Lovelock et al, 2009) According to my personal customer experience, I think ESPRIT has done the stages very well.4.3 Personal experience in ESPRIT storeThe salespersons always try to understand customers’consuming motivation when they go into the shop and meet the needs of customers as much as possible. I have been told that the front-line employees all underwent strict selection process, and than received professional training. As a result, they have high marketing service quality. The brands also sets the goal and the levels of the service quality with a strict rewards and punishment system. They also pay attention on customer data inputting, management, analysis and use. As a loyal customer, I receive newsletters from ESPRIT every month. I also receive warm greetings and wishes from them on some special occasions. When on my birthday, I could even enjoy some discount and mysterious small gifts. Before long I carelessly left my mobile phone in the fitting room of a ESPRIT store in Melbourne. The clerk contacted through a friend of me in no timeand kept my mobile phone for me until I came to retrieve it the next day. Moreover I found that store personnel also pay great attention to the safety of the customers’ goods during the service. Their careful and meticulous responsible attitude will reduce the chance of a thief crime. Last but not least, I have noticed that they regard all the guest equally, especially they take care of the children.5.IKEA5.1 The experience marketing serviceI enjoy visiting IKEA. As we all know, IKEA is a big market for households andfurnitures. However, the main reason why IKEA is inviting for me is not the products it boasts, but the services and experiences.I think this is the main point that separates IKEA from other brands. It’s also a kind of culture. I enjoy going there for this unique culture in IKEA. As IKEA advocates, entertaining shopping is the household culture of IKEA. IKEA makes the household market into a place for shopping and entertainment. It has all kinds of special designed furniture, products that are comfortable and nice to touch, what’s mor e, the beautiful music around makes your shopping an enjoyable experience indeed. Rightly because of this, many customers come to IKEA not only for shopping, but also for a nice place to relax and enjoy.(Edvardsson et al, 2006)The sales way of IKEA is actually a way of providing excellent services rather than providing an experience. It is shown in the following ways. First and foremost, every IKEA is a place for the experiences of the customers, such as interacting and practicing. When you enter IKEA, you can easily approach tools like rulers, pencils, paper, meaning every consumer is both a planner and adesigner of their house once they are in IKEA. This is an important part for consumers to participate in. Secondly, in each IKEA shop, consumers can get direct access to the experiences of beds, sofa and other furniture, which means consumers can be influenced by the direct trying and this is the part of experiencing. Thirdly, when deciding which IKEA products to buy, consumers can not only raise their requirements to IKEA assistants, but also mix and match with all the products in IKEA as the way they would like to, so that the new products that really caters to the customers; appetite are formed. In this way, customers have a feeling that they are part of the designing of their home products, which is pretty different from the passive accepting of the products, enabling the customers to be the designers. Fourthly, all the products in IKEA have a limit amount, which has deep implications. On the one hand, consumers have big possibilities to try and create within the limited numbers of product, which sounds easy enough to practice and minimize the possibility that consumers may have same products bought from IKEA as they are mixed in different ways. On the other hand, the limited products means that the products will be updated as time goes by, so it is hard for theconsumers to have the same IKEA products in their home. In this w ay consumers’needs of being different have been fully satisfied. And this is the part of meeting the individual requirements for shopping in IKEA. I think this way of selling products in IKEA is a way to think all that a customer can think and a positive way to involve all the customers into their selling. Participation of customers is a vital factor in the system of delivering services. Letting the customers in the mixing and designing of the products is a good example. The customers willfeel honored and more pleased in the whole process. Besides, IKEA provides a lot of facilities to satisfy the customers, such as the canteen, and the children’s park. They provide both convenient services and solve the worries of the parents to rightly arrange their children when shopping.(Edvardsson et al, 2006)5.2 The evaluation of experience in IKEAIn summary, what IKEA sells is not only products themselves, but a kind of IKEA value and a way of service for customers. As the consumers’ awareness of consuming develops a nd becomes more mature, they will have stronger demands for experiences in shopping. Starting from the demands above, IKEA provides the full services from experiencing in IKEA to carrying products to consumers’ houses, providing double experiences both in on live experiencing and experiences in assembling. This way of selling perfectly closes the distance between the customers and the products. T oday, the idea of providing servicing becomes more and more important in selling. Customers not only require for the products, but also for the experience in the process of buying products. IKEA inspires us that providing experiences in selling is a trend and a smart way to excel in the current market. (Lovelock et al, 2009)6. The Hotel Windsor in Melbourne6.1 The facilitiesHotel Windsor is located in 103 Spring Street in Melbourne. It is the only one hotel in Australia which remain the the Victorian architecture style and cultural characteristics. At the same time it also has five-star modern facilities, including 24-hour business center, the housekeeper type service and castle fitness center. The geographicalposition of Hotel Windsor is very superior, which is only 20kilometers far from the airport. The transportation is convenient, so it is an ideal starting point for Melbourne mini-vacations. As Hotel Windsor is quite near the Parliament Building, the old Treasury Building, Municipal Museum and other attractions, I chose to live in this hotel for two nights with my friends.Hotel Windsor offers a wide variety of facilities, which added a lot of fun for us. The characteristic service of the hotel include the room service, parking, valet parking, shops, laundry service and so on. All the rooms regard comfort as the first standard, as well as all facilities. Fitness center enables customers to play all day. The hotel is very old but the internal decoration facilities are still quite new, the lobby of the hotel and the door let people have a feeling of getting back to the old times. The hotel atmosphere is quiet away from the hustle and bustle, which is well suited to loosen body and mind. Beginning at the Windsor hotel to drink afternoon tea is Melbourne a tradition since 1883. Cricketer 's Bar preserved in Australia for more than a century of cricket memorabilia, hanging on the wall as a decoration. Restaurant in Windsor hotel "tea drinking afternoon tea, it is always a pleasure. In, in the three layers of silver tray selection elegant afternoon tea heart, cool. Also customer can enjoy the Windsor hotel there leisurely style. (Buttle, 1993)6.2 Customer experienceMy friends and I took a taxi to the hotel. In accordance with the regulations of the hotel group, after the taxi stopped, the guard need to recept the guests within 30 seconds. Windsor Hotel doorman appeared to greet us in just 12 seconds. After check-in, almost when we came to the room the luggage was delivered at the same time. The night before we left the room to eat dinner, we deliberately put some magazines inclinedmagazine rack and left some nut shells on the table, even split some cosmetics in the sink of the bathroom and made the bath cap unscrewed. After we returned to our room, we found that the bed was neat and tidy, everything was back in order. At dinner we ordered some dish on the menu, though the food tasted delicious and services were the first-class, we still found some small problems. For instance, a wine waiter performed a little disrespectful, he recommended a winedirectly rather than let us to choose in advance.7. ConclusionFrom the pe rspective of service marketing, consumer’s purchasing behavior means the beginning of the marketing rather the ending. The enterprises should not just focus on the sales of the products, they should pay more attention on consumer experience during the whole service process, in order to establish the customer loyalty. (Vargo& Lusch, 2004). The five encounters mentioned above are are all world-famous brands, they emphasize on customer experience and improve their service with strict standards. They are all successful examples of marketing service.References:Boyt, T. E., Lusch, R. F., & Naylor, G. (2001). The Role of Professionalism in Buttle, F. (1993). Hotel and food service marketing: a managerial approach. Cassell. 23-35Determining Job Satisfaction in Professional Services A Study of Marketing Researchers. Journal of Service Research, 3(4), 321-330.Edgett, S., & Parkinson, S. (1993). Marketing for Service Industries-A Revie. Service Industries Journal, 13(3), 19-39.Edvardsson, B., Enquist, B., & Hay, M. (2006). V alues-basedservice brands: narratives from IKEA. Managing Service Quality, 16(3), 230-246.Gr?nroos, C. (2001). Service management and marketing (V ol. 2). New Y ork^ eNY NY: Wiley. 156-167Lovelock, C. H., Wirtz, J., & Chew, P. (2009). Essentials of service marketing. Prentice Hall/Pearson.Smith, M. D. (1996). The empire filters back: consumption, production, and the politics of Starbucks Coffee. Urban Geography, 17(6), 502-525.Schultz, H., & Jones Yang, D. (1997). Pour your heart into it: How Starbucks built a company one cup at a time. Hyperion. 45-48V argo, S. L., & Lusch, R. F. (2004). The four service marketing myths remnants of a goods-based, manufacturing model. Journal of Service Research, 6(4), 324-335.Zeithaml, V. A., Bitner, M. J., & Gwinner, D. D. (2005).Services Marketing and Management. 5-15。
营销策略英文作文范文
营销策略英文作文范文英文回答：Marketing Strategy。
A marketing strategy outlines the roadmap for achieving marketing goals. It involves identifying target customers, defining value propositions, setting marketing objectives, and selecting the appropriate marketing mix strategies to reach the target market.Target Customers。
The first step in developing a marketing strategy is to identify the specific group of customers the business aims to reach. This involves understanding their demographics, psychographics, and behaviors. By defining the target customer, the business can tailor its marketing efforts specifically to their needs and preferences.Value Proposition。
A value proposition is a statement that conveys the unique benefits and value a product or service offers toits customers. It should clearly differentiate the offering from competitors and address the specific needs of the target customer.Marketing Objectives。
优秀的营销策略英文作文
优秀的营销策略英文作文1. Personalized Marketing。
One of the most effective marketing strategies is personalized marketing. This involves tailoring your marketing messages to individual customers based on their preferences and behaviors. By using data analytics and customer segmentation, you can create targeted campaigns that are more likely to resonate with your audience. This can lead to higher engagement rates, increased sales, and improved customer loyalty.2. Influencer Marketing。
Influencer marketing has become increasingly popular in recent years. This involves partnering with social media influencers who have a large following in your target market. By collaborating with influencers, you can tap into their audience and leverage their credibility to promote your products or services. This can be a highly effectiveway to reach new customers and build brand awareness.3. Content Marketing。
企业服务营销策略外文文献翻译最新2016年
企业服务营销策略外文文献翻译最新2016年XXX market。
simply offering high-quality products is not XXX customer service and create a strong brand image in order to XXX marketing strategies。
including customer nship management。
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and service recovery。
and provides examples of XXX.摘要本文探讨了企业开发有效的服务营销策略的重要性。
作者认为，在当今竞争激烈的市场中，仅仅提供高质量的产品是不足以的。
企业必须还提供优秀的客户服务，并创建强大的品牌形象，以吸引和留住客户。
本文研究了各种服务营销策略，包括客户关系管理、服务创新和服务恢复，并提供了成功实施的示例。
作者得出结论，优先考虑服务营销的企业将更好地为长期成功做好准备。
nXXX market。
XXX simply providing high-quality productsis no XXX success。
In order to stand out from the n。
XXX astrong brand image。
This requires the development of effective service marketing XXX.介绍在当今全球化和高度竞争的市场中，企业面临前所未有的挑战。
仅仅提供高质量的产品的传统方法已经不足以保证成功。
为了在竞争中脱颖而出，企业还必须专注于提供优秀的客户服务和创建强大的品牌形象。
这需要开发有效的服务营销策略，帮助企业区别于竞争对手，吸引和留住客户。
XXXXXX new field that has emerged in response to the growing importance of services in the global XXX marketing。
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浅析服务企业个性化服务营销策略-英语论文1. IntroductionPersonalized service marketing strategies have become increasingly important for service enterprises in today's competitive business environment. By tailoring theirofferings to meet the unique needs and preferences of individual customers, service companies can enhance customer satisfaction, loyalty, and ultimately, profitability. This paper aims to provide a comprehensive analysis of the key components and benefits of personalized service marketing strategies.2. Understanding Personalized Service Marketing2.1 Definition and ConceptPersonalized service marketing refers to the practice of customizing products, services, and communication to meet the specific needs and preferences of individual customers. It involves understanding customers' unique characteristics, preferences, and purchase histories in order to deliver tailored offerings.2.2 Importance in Service IndustriesPersonalized service marketing is particularly relevant for service industries due to their intangible nature and customer-centric focus. Unlike tangible products, services are experienced directly by customers during consumption, making customization a crucial factor in enhancing customersatisfaction.3. Key Components of Personalized Service Marketing Strategies3.1 Customer SegmentationSegmenting customers based on demographic characteristics, psychographic traits, or purchase behaviors is essential for effective personalized marketing strategies. By identifying distinct customer segments with specific needs or preferences, companies can tailor their offerings accordingly.3.2 Customer ProfilingCustomer profiling involves gathering detailed information about individual customers' characteristics such as age, gender, income level, lifestyle choices, and past purchases. This information enables companies to understand their target audience better and create personalized messages or offersthat resonate with them.3.3 Customer Relationship Management (CRM)CRM systems play a crucial role in personalized service marketing by facilitating the collection and analysis of customer data across various touchpoints (e.g., websitevisits or social media interactions). This data allows companies to understand individual customer behaviors better and deliver personalized experiences accordingly.4 Benefits of Personalized Service Marketing Strategies 4.1 Enhanced Customer SatisfactionPersonalizing services based on individual preferences and needs increases customer satisfaction by providing tailored solutions and experiences. When customers feel that a companyunderstands and caters to their unique requirements, they are more likely to be satisfied with their overall experience.4.2 Improved Customer LoyaltyPersonalized service marketing strategies foster customer loyalty by creating a sense of connection and loyalty between customers and the company. When customers feel valued, they are more likely to remain loyal, make repeat purchases, and recommend the company to others.4.3 Increased Customer Lifetime ValueBy delivering personalized experiences that meet customers' specific needs, service companies can increase customer lifetime value (CLV). CLV represents the total value a customer brings to a company over their lifetime as a customer. By increasing CLV, companies can improveprofitability in the long run.4.4 Competitive AdvantagePersonalized service marketing strategies provide companies with a competitive advantage by differentiating them from their competitors. When customers perceive that a company understands them better than its competitors, they are more likely to choose that company over others.5 Challenges in Implementing Personalized Service Marketing Strategies5.1 Data Privacy ConcernsCollecting and analyzing customer data for personalized marketing purposes raises concerns about data privacy and security. Companies must ensure compliance with data protection regulations while being transparent about how theycollect, store, and use customer information.5.2 Data Integration ChallengesIntegrating data from various touchpoints (e.g., online platforms or physical stores) can be challenging for companies aiming to implement personalized service marketing strategies effectively. Companies must invest in robust CRM systems capable of collecting data from multiple sources for accurate profiling.6 ConclusionPersonalized service marketing strategies have become essential for service enterprises aiming to thrive in today's competitive business landscape. By understanding individual customers' unique needs and preferences through effective segmentation, profiling, and CRM systems implementation, companies can enhance customer satisfaction, loyalty, increase CLV while gaining a competitive advantage over rivals. However, companies must also address challenges related to data privacy and integration to ensure successful implementation of personalized service marketing strategies.。