The marketing strategy of services

2016/06/23 19:33:05 網誌分類: 未分類
23 Jun

The rapid development of social economy, an increasingly competitive market, people's consumption demand increasingly high, not only for the purchase of goods quality requirements of qualified, more emphasis on the acquisition and use of the service is in place. Thus, throughout the marketing process should always put the customer needs and satisfaction first, to develop effective marketing measures to expand product consumer groups, to enhance sales of the product. This article describes the location and important role in the marketing of services marketing, summed up effective measures to achieve customer satisfaction marketing.

 

With the rapid development of market economy, globalization, the status of the service sector in our national economy gradually rises, people's sense of service products than previously has been greatly improved. Marketing services as an important means of marketing, the purpose is the business according to the different needs of customers, with comprehensive services to enhance customer satisfaction, thereby enhancing economic efficiency of enterprises.

 

A service marketing positioning in the marketing of

 

1. professional service concept

 

Marketing services for different enterprises have their own unique understanding, but the service concept are similar. Enterprise development in different periods, in order to improve market competitiveness, during operations should always follow the customer-focused service purposes, to all customers as the most important, all customers want, so customers can get a good evaluation and recognition. While innovative services marketing mode, depending on the population served, take a different service means to draw customers, through professional services, improve service quality, expand service object group, in order to reduce the company's marketing investment, reduce operating costs, to bring more benefits to the enterprise.

 

2. The diversification of service mode

 

In the current market economy, showing a diverse customer needs, hierarchical, personalized features, such enterprises must establish and improve customer profile information, good consumer information management, providing comprehensive customer information to companies marketing personnel It described the development of a viable and effective marketing countermeasures. To provide detailed and timely product, marketing and services to consumers and introduce potential customers through various channels to attract more consumers. Kept informed of the customer's individual needs, do not stick to a particular form of service, to provide a comprehensive and thoughtful service diversification, so that customers really feel enterprise customers want.

 

Second, an important role in marketing and services marketing in

 

The continuous development of market economy, improve people's spending power, relying solely on product quality to win the marketing approach, it has been unable to meet the needs of modern consumers. Enterprise product marketing process, we should always pay attention to customer self-worth can be fully reflected, to customer demand as the center and product quality and perfect service to win consumer recognition. In the fierce market competition in the marketing of the service to a strategic business development position, take the initiative to target customers, gather superior resources, changing the concept of marketing, innovative marketing tools, to develop a reasonable marketing strategy, and fully mobilize the innovative potential of enterprises and development potential, the formation of a new growth point of the power source and growth, creating both products and services, consumer satisfaction marketing effect.

 

Third, the service marketing strategy analysis

 

Market competition, the final analysis is the consumer battle and how to use marketing tools to maximize economic benefits. Marketing Services Marketing has become the main mode of marketing, enterprise customers whether to buy goods, whether brand products with loyalty, trust is the key to winning customer service, compared to other hard targets in terms of controllability and marketing services plasticity stronger, so be sure to develop appropriate marketing approach according to the different needs of customers, improve customer satisfaction for goods, accelerate the upgrade of economic efficiency of enterprises.

 

1. All customer interests as the most important

 

Market economy is the essence of competition in order to win more customers, while consumers buy the necessary goods, pay more attention to the market economy to enjoy the service, competition in the market, only to achieve customer satisfaction, customer loyalty to the company increase will enable enterprises to gain an advantage in the fierce competition in the market, and thus get more business benefits. Enterprises in the service marketing process, to all in the interests of customers as the most important, from a customer point of view to develop effective strategies to customers equally, regardless of the purchase of high-end products, or buy cheaper goods, companies are in the same service mode to provide warm Awesome services.

 

2. To strengthen the management of marketing staff

 

Good corporate image needs a good team to shape and maintain, which requires companies operating in the process of marketers adopt effective management from the service concept, standard service operations, service process specifications, customer requirements, service positioning, etc. strengthen the training of marketing personnel; from incentives, assessment, training and other aspects of the s election marketers scientific and rational management, multi-enterprise integration of resources and improve the quality of marketing services. Further marketers should pay attention to communication and coordination with the pipeline brokers, brokers fully mobilize the enthusiasm of sales, timely sales information back to the enterprise, to avoid the loss of business.

 

3. Innovative service marketing strategy

 

Enterprise development is inseparable from innovation, and innovation is not only reflected in the product innovation, but also in marketing services. In recent years the quality of goods and service requirements of increasingly high, which requires companies in the service marketing process, to meet customer demand for diversified services Innovation differences to strengthen the technical content and product quality goods, taking odd, special, new service strategies, innovative service. According to market research results using the promotion, distribution strategy, in the traditional special sales, discount sales, membership sales based on the innovation of some creative marketing public relations activities to enhance the visibility of the enterprise, so that enterprises get a good reputation, enhance the user loyalty, expand consumer groups, to accelerate the development of enterprises.

 

IV Conclusion

 

Service marketing plays an important role in corporate marketing, we should always pay attention to changes in the market dynamics, enhance service marketing strategy, constantly sum up experience, to be innovative optimization. Enterprises should follow the principle of the supremacy of customers, and guide consumers to purchase the necessary products to meet consumer needs of customers, expansion and stability of consumer groups, consumer word of mouth advocacy role to play, encourage enterprises to obtain long-term development in a highly competitive environment.

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