Research on the Problems of Service Marketing 45, Problems of Service Marketing

2.From a marketing point of view, how should you deal with the proliferation of services? (10 points).

2.From a marketing point of view, how should you deal with the proliferation of services? (10 points of congratulations refers to) hello dear, the service can not be divided into Zen matches.

When service organizations such as banks provide services such as deposits, loans, lease financing, credit card business, and transfer business, customers are involved in the entire marketing process. The service provision of the empty escort bank is carried out at the same time as the service demand and service consumption of the customer, and there is no preparation process. The immediacy of service provision and the difference between customer requirements challenge the service adaptability of bank marketers.

Service marketing is a new field of modern marketing, which is a business activity process in which service enterprises achieve service change activities by adopting a series of integrated marketing strategies in order to meet customers' needs for service utility brought by service products and achieve the predetermined goals of enterprises. It is the study of the difference between intangible products and tangible products on the basis of marketing. Adopt a new marketing mix (product, channel, person, tangible display, process) according to its characteristics to meet consumer demand for service products.

Service marketing is a science derived from marketing and an extension of marketing. The special study of service marketing behavior in service marketing is a requirement for the development of the knowledge-based economy in the new century, and will certainly become the driving force and theoretical basis for promoting the development of the tertiary industry. The use of service marketing to guide China's service marketing will play a vital role in the development of China's economy and the survival of enterprises.

First, the development status of service marketing in China.

1 Service marketing has been initially developed.

In the 60s of the last century, the concept of service marketing emerged in the West. With the development of the service industry around the world, it has been recognized that service will be the focus of competition for enterprises in the future. In the late 90s of the last century, the theory of service marketing was applied to the field of home appliance sales in China, as well as tourism, finance and other industries, which not only improved the sense of competition of enterprises.

It has also played a good role in promoting the development of these industries. Today, China's service enterprises are no strangers to the business philosophy of "taking consumers as the center and meeting the needs of consumers", and some are even very enthusiastic about the theory and development of service marketing. For example, the competition of household appliances is no longer a "first-class war" but service competition (pre-sale, sale, after-sale), and some enterprises with relatively fast development and better (such as Qingdao Haier) have established a complete service marketing system.

And benefit a lot from it.

2. The concept of service marketing is not clear.

Although service marketing has been developed to a certain extent in China, China's reform and opening up has not been long, and our understanding and application of service marketing theory are still at a shallow level.

With the acceleration of China's economic development, China has officially entered the list of 49 countries and regions with the most international competitiveness since 1994. However. In this cohort, in 2002, China ranked 31st in overall competitiveness, but ranked 49th in marketing indicators.

As a new field of marketing, the competitiveness of service marketing is not optimistic.

At present, many decision-makers of Chinese service enterprises have mastered certain service marketing theories, but in the process of business operation. However, the rate at which they applied theory to practice and achieved results was not high. Today's market is a buyer's market, enterprise competition is becoming more and more fierce, and consumer consumption concepts are becoming more and more mature, but the ability of China's service enterprises to develop and grasp the market is far below the level of market development.

Modern marketing believes that the starting point of service enterprise marketing is the consumer rather than the enterprise itself, and the focus is on the services that consumers need rather than the services that enterprises can provide.