服务营销

* 服务业，制造行业及部分消费品行业的公司高管，营销总监，营销经理，客户总监等等

纵观世界各行各业的成功国内公司，服务历来是一个秘密武器，甚至上升到核心竞争力的策略高度，只有这样才能保证客户的喜好度和忠诚度，继而形成一种富有生命力的服务文化。

本课程帮助参加者建立服务营销的分析框架，系统阐述服务营销策略的各个方面，有助于企业管理层和营销人员掌握基本的策划管理思路和方法，为客户创造更大的价值。

1.服务营销概述
* 服务给各行各业带来的机遇和挑战
* 服务营销的概念和重要性

2. 行业竞争和客户分析
* 市场动态和竞争优势分析
* 客户需求分析
* 服务消费特点和要求

3. 建立服务产品和理念
* 设计并创造服务产品
* 设计并创造服务品牌
* 开发增值服务

4. 服务产品的分销渠道
* 在服务环境下的分销
* 选择服务传递的模式
* 决定服务传递的地点和时间
* 在虚拟空间里传递服务

5. 服务的定价
* 有效定价是获得财务成功的关键
* 定价战略的3大影响要素
* 执行服务定价策略

6. 服务营销中的沟通
* 营销沟通的作用
* 设立服务沟通的目标
* 营销沟通组合

7. 在竞争性市场中寻求服务定位
* 聚焦是获得竞争优势的基础
* 确定目标市场和定位
* 评估和加强产品和服务的差异化

8. 实施可盈利的服务战略
* 探究顾客忠诚
* 创造忠诚关系
* 减少顾客背叛的策略
* 有效的服务补救系统的原则
* 从顾客反馈和投诉中学习

9. 服务领导力
* 整合营销是价值创造的核心
* 不断对服务营销变革和管理
* 创建服务营销文化
1. Service marketing overview
* The opportunities and challenges of service to all industries
* Concept of service marketing and its importance

2. Competition and customer analysis
* Market dynamics and competitive advantage
* Customer needs analysis
* Service consumption feature and requirements

3. Establishing service product concept
* Developing and creating service product
* Developing and creating service brand
* Developing value added service

4. Service product distribution
* The distribution in services environment
* Selecting the service delivery method
* Determining service delivery time and venue
* Delivering the service in the virtual world

5. Pricing
* Key to generate finance success
* 3 key factors of pricing strategy
* Executing the service pricing strategy

6. Communication in service marketing
* Roles of communication in service marketing
* Setting up communication objectives
* Marketing communication mix

7. Positioning within the competition
* Keeping focus is the basis to get competitive advantage
* Identifying the target segmentation and positioning
* Evaluating and reinforce the product and service differentiation

8. Implementing the profitable service strategy
* Exploring the key to customer loyalty
* Developing and promoting the customer loyalty
* Reducing the customer loss
* Effective compensation principals
* Learning from customer feedback / complaints

9. Service leadership
* Integrated marketing is the core of value creation
* Change management of service marketing is constant and essential
* Creating unique service marketing culture within the organization