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
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课程大纲
* 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
本课程名称： 服务营销
查看更多：市场营销公开课