营销与服务营销服务-word文档网

一、服务、服务营销的涵义及特征····································3

（一）、服务的涵义与特征··········································3

（二）、服务营销的涵义与特征······································5

二、开展服务营销的客观必要性·······································7

（一）、是市场竞争发展的必然趋势··································7

（二）、市加强商业道德建设的要求··································8

（三）、是创立商业服务品牌的基础··································8

三、我国服务营销的现状及面临的威胁·································9

（一）、服务营销理念的挑战········································9

（二）、服务营销规模的挑战········································9

（三）、服务营销创新方面的挑战···································10

（四）、服务营销人员素质方面的挑战·······························10

四、关于我国开展服务营销策略的几点思考····························10

（一）、优质服务战略·············································10

（二）、顾客满意战略·············································10

（三）、人员形象战略·············································11

（四）、服务营销组合战略·········································12

五、结束语························································15

内容摘要

[关键词] 服务营销必要性威胁策略

现代经济发展的一个显著特征是服务业的蓬勃兴起，其在国民经济中的地位愈来愈重要，服务营销的重要性日益突出，中国已经加入WTO ，外资企业纷纷抢滩中国，中外服务市场营销大战将出现白热化的态势。本文对服务营销的概念及开展服务营销的必要性进行阐述，对开展服务营销面临的问题进行分析，针对服务营销的问题提出了一些对策，希望对开展服务营销的企业有一点启示。