服務(wù)營銷英文翻譯

1、Road Service MarketingEnterprises to continuously create value of the process is a "value added" of the process. Brand value so that the main measures : First, through value-added packaging; Second, through value-added services; Third, through spokesmen value; four consumer loyalty is driv

2、en by the value. Marketing has also entered service integration era, which read, mostly, a lack of planning for the services marketing, will only increase operating costs and reduce efficiency, increase opportunities for customers to defect, enterprises must learn marketing products such as marketin

3、g services. Service brandsProducers not only to the enterprise brand, product brands, but also to build service brand, and the three are mutually supportive, IBM (IBM is service), Haier (sincere forever), which is to create the biggest beneficiaries. For many industries, especially high-tech industr

4、ies (such as home appliances, IT, automotive, and other industries), build service brand has become a top priority, this is a long-term competitive advantage is the "compulsory." Customers not only pay attention to the overall quality of products, but also includes marketing services, qual

5、ity, Brand sales service value-added products have become an important component of that market competition has become the focal point. If PLUS (plus) of the projector, "she added 24" liberation truck "moving services" wave server "360 ° expert services," Legend

6、9;s "sunshine services, and so on." Meanwhile, some enterprises are still against the establishment of a service brand of professional service providers, into the image identification system establish a diverse sales platform, and the system, integration of brand promotion, brand services

7、domains.Service productFor service products, telecommunications, postal services, banking, insurance and other service industries performance significantly. Manufacturing production in the field to warm up. As producers, should clearly include real products, the form of products and extension produc

8、ts, the packaging of the product to form products, namely extension services. However, the services and products of the trend is the service "product" meaning beyond "extension" this category. Services seem invisible, but the products have certain characteristics, such as brands,

9、 quality, cost and value characteristics, While the market demand may create body. Products through service providers, customers gain meet, and then achieve from the right brand trust, loyalty to the satisfaction of leap. Serves the entire journeySales have not confined to after-sales service, began

10、 to sell, the pre-sale of 1216 has entered the stage of full-service, Statement from CS (customer satisfaction) for the development of TCS (through customer satisfaction). Service concept deeply influenced by the ideas of the marketing, the business community is very much respected advocate of Integ

11、rated Marketing entire product marketing, such as the promotion of early (pre-heating), the promotion period (warming), pushed period (boiling), a period of consolidation (thermostats), This is a whole marketing concept, focus on each stage of the dissemination of information, communication and cons

12、umer education, different stages for different services. Full service marketing services is an important strategy embodied through strategic planning services, the establishment of full service system. Mode of serviceMany businesses have formed a personalized service model, there are several main ty

13、pes : investment in building its own network of services, direct outsourcing model with service functions to create complex distribution channels. Whatever the mode, "Service Marketing turn around," That is the only consideration standards. Libangqi after the product planning and process r

14、eengineering, Design of a strategic significance of the new product promotion program - CCM products and "personality matching center." "CCM personality matching center" type channels such technology is behind the systematic state legislature, personalized "service channels

15、synergy" model. Currently, the self-management to regional markets and channels for the service functions of the "Libangqi services center." permeate almost every major city, for marketing Libangqi lay a solid foundation. Services conceptualization Concept has entered the marketing te

16、chnology products, such as thermal underwear, functional beverages, cosmetics, health products, is now into marketing services. Improve service through the concept of the "gold content", mold spread of the "newsworthy" This has become a production launch service marketing one of

17、the main game. Just launched the concept of marketing to note that it is not "empty shell concept," have the concept behind the actual content of the support, and not a lot of bluff and bluster. In the real estate industry and frequent service concept, such as "steward service,"

18、"no service". In production areas, is more typical of Motorola's "Total Quality", This is the "customer is completely satisfied" with the purpose of the proposed, namely customers, "Fast professional services." The service pledgesDespite the intangible ser

19、vices, but manufacturers are working to make services become visible, it is service commitments. Particularly those who are struggling to build service brand enterprises, as a brand itself is credibility, a promise. The pledges include two levels : First, open to customers of products, technologies

20、and services; 2 is open to the interests of customer commitments, including product quality, issues such as the quality of services to clients (including material and spiritual) to be paid to the public agreed. Through pledge to make visible the quality of service, lower risk customers to purchase,

21、and customers in exchange for their trust. Looking sales service market, many products, especially consumer durables (especially real estate, automobiles, home appliances, etc.) services of a competition is the focus of a commitment and promise to become more concrete and specific customers becomes

22、the biggest winner. Lenovo such as a "three-year warranty, one year of free door-to-door, 48-hour troubleshooting Pledge" the market has become a standard after-sales service.Outsourcing of services Practice has proved that not only the production, marketing, research and development, logi

23、stics and other services could be outsourced services can be outsourced. through outsourcing services to reduce operating costs, improve service degree of specialization. "Let a professional company to take charge of their own professional business is not" yes manufacturers outsourcing ser

24、vices to the fundamental motivation, particularly those who abandon the business "large and all-encompassing" and pursuit of "professional" large enterprises, service outsourcing deal with competition as the best choice. According to statistics, in 2003 the global IT services out

25、sourcing market reached 150 billion U.S. dollars. Visibility enterprises are deeply in love with the outsourcing market. According to the outsourcing services business starting point will be different, the outsourcing of services is divided into two : one is planned outsourcing, According to establi

26、shed enterprises choose outsourcing partners, establishing channels of service, including IBM, the multinational companies are outsourcing respected concepts, such as in the outsourcing business services to the Hong Kong telecommunications, operate very successfully; Another is outsourcing - primari

27、ly dealers for sales and service business integration, and to require manufacturers responsible for the sales of services. Such as February 14, 2004 the retailer announced a comprehensive "Rainbow Service" projects, Haier, Haixin electric appliance enterprises signed an agreement These ele

28、ctric appliance enterprises in the United States sold merchandise retailing of discretionary maintenance services for the United States (warranty period). Service channelMarketing products not only to establish distribution channels and information channels, but also to establish channels of service

29、, products and channels built wherever service channels where it is necessary to build. Terminal sales and service network of distance draws near, more and more network-intensive, service radius is getting smaller and smaller. This is an inevitable trend. Although some enterprises are combined sales

30、 channels and the channels of service, However, more and more enterprises are trying to build professional service channels, such as Skyworth, PULS (plus), creators of the service brand manufacturers. Service channels mainly in three ways : The first is the channels of service and product distributi

31、on channels of integration, forming composite channels, If Lenovo has asked its dealers to "channel service" functions, and the rise of the automobile industry three S stores, 4S stores, is set to display, sales and service, parts suppliers in a four functions; The second is the producer o

32、f its own sales channels of service; A third manufacturer is the outsourcing of services to homeowners network of professional services, use of the professional services marketing channels to purchase a service platform, or license those small, scattered Terminal Services, These are very trend of th

33、e practice. Personalized service Growing market demand for consumption, personalize services also attendant personality, otherwise enterprises will be passive in the market. This is a story that had a left-handed users to use a mouse to reflect Lenovo Obviously, Lenovo results quickly customized for

34、 a left-handed mouse. Lenovo is not to the left-hander from customers there to make money, the key is an attitude, which services a significant meaning. It seems that enterprises must not only market segmentation products, but also for services market segmentation; Not only do "one-on-one"

35、 marketing. but also "one-to-one" service. Customers through the breakdown of different types of customized for different services, this is the future of marketing services guidelines. Enterprises should strictly distinguish between customers and the quality of customer size, the services

36、have different policies that meet the different needs of different customers. This is customer management practices. Enterprises adopting the "one size fits all" customer service policy management, will inevitably lead to key customers, the loss of key customers, to the enterprise caused f

37、atal damage. With the development of software technology for the management of customer data to create the conditions for the sub-customers, meet customer demand for personalized created the conditions. Dell Computer (DELL) to direct famous DELL service concept with the client to establish direct li

38、nks from the customer's first contact, until the subsequent service and denounce, through to customers with a single point of responsibility for achieving the Dell customer experience. Through direct sales model, both the end-user, small business customers, or big clients DELL customer service a

39、nd technical support requirements are well known, and tailored to each customer's specific requirements provide a full range of satisfactory service.Diversified service Diversified service platform, three-dimensional, creating the largest customer for the convenience it is the idea of four C ser

40、vices under the overall guidance of thinking. Many manufacturers have established a storefront services Front (sales service centers), Plane service carrier (running the service guidance publications and promotional materials, etc.) Carrier voice services (equipped with a telephone call center or ce

41、nter), the mobile carrier (transport services). Carrier network services (building an interactive website) multi-service platform that enables customers to have more opportunities to receive services. Meanwhile, the "passive" customer acceptance of the demand for the service, also take the

42、 initiative to use a variety of communication channels for customer visits, planned, systematic, process of marketing services, for example, through telephone, fax, e-mail, letters, home visits and other channels provide services. Because the producers know that customers need to create a convenient

43、, unobstructed access to the services, otherwise might have brought a lot of trouble, such as lack of timely treatment quality will lose customer loyalty. even customer complaints to the associations, the media and other departments, enterprises will have a negative impact. Service differentiation I

44、n the products, technologies growing homogenization of today, only the brand and service efforts. So producers began service differentiation article. Services difference reflected in many aspects, such as service brand differentiation, mode of service differentiation, service technical differences,

45、differences in the concept of service, communication services, such as differences in many aspects. For the "difference" can be seen from three angles to understand : a competitor is not, and the enterprise's own unique; although the two are competitors but the enterprise superb; 3 is

46、completely different from our competitors in the pursuit practices. "IBM is service," These words have been from abroad reached the country, In fact there are indeed differences between IBM competitors to the absolute competitive edge : IBM Global Services Department since the early 1990s

47、will be the first "service" concept into China, China to provide customers with a full range of technical services, demonstrated its comprehensive technology and professional service capabilities. IBM Global Services Department not only to provide our customers with hardware and software b

48、ased on the maintenance and replacement of spare parts and after-sale services. This is what many enterprises must also be able to provide the services, but more importantly, also provides information such as the independent consultants, business process flow integration and technical services, prof

49、essional services system, network integrated wiring system integration, manpower training, Win peacekeeping services, and other information technology and management consulting services to meet customers increasingly complex and individualized needs, This is the difference between the service advant

50、ages.路服務(wù)營銷 企業(yè)不斷創(chuàng)造價(jià)值的過程是一個(gè)“增值”的過程。品牌價(jià)值，使主要措施：第一，通過增值的包裝，二是通過增值服務(wù)，三是通過代言人的價(jià)值;四消費(fèi)者忠誠度是由價(jià)值驅(qū)動(dòng)的。營銷也進(jìn)入了服務(wù)一體化的時(shí)代，其內(nèi)容，這是一家專為缺乏規(guī)劃的服務(wù)營銷，只會(huì)增加運(yùn)營成本，降低效率，為客戶的缺陷，企業(yè)必須學(xué)習(xí)，如增加產(chǎn)品的市場營銷服務(wù)營銷的機(jī)會(huì)。 服務(wù)品牌 不僅對企業(yè)品牌，產(chǎn)品品牌，而且還制作打造服務(wù)品牌，三者相輔相成，IBM公司（IBM就是服務(wù)），海爾（真誠到永遠(yuǎn)），這是創(chuàng)建的最大受益者。對于很多行業(yè)，尤其是高科技行業(yè)（如家電，IT，汽車等行業(yè)），打造服務(wù)品牌已成為當(dāng)務(wù)之急，這是一個(gè)長期的競爭優(yōu)勢

51、是“必修課”?？蛻舨粌H注重產(chǎn)品的整體質(zhì)量，而且還包括市場營銷服務(wù)，質(zhì)量，品牌的銷售服務(wù)附加值產(chǎn)品已成為市場競爭的重要組成部分，已成為焦點(diǎn)。如果再加上（Plus）的投影機(jī)，“她補(bǔ)充說：24”解放卡車“移動(dòng)服務(wù)”浪潮服務(wù)器“360 °專家服務(wù)”，聯(lián)想的“陽光服務(wù)，等等?！蓖瑫r(shí)，一些企業(yè)仍然反對的專業(yè)服務(wù)人員的服務(wù)品牌的建立，到圖像識(shí)別系統(tǒng)，建立一個(gè)平臺(tái)多樣的銷售，系統(tǒng)，品牌整合推廣，品牌服務(wù)領(lǐng)域。 服務(wù)產(chǎn)品 對于服務(wù)產(chǎn)品，電信，郵政，銀行，保險(xiǎn)等服務(wù)行業(yè)業(yè)績顯著。制造業(yè)在生產(chǎn)領(lǐng)域熱身。作為生產(chǎn)者，應(yīng)明確包括房地產(chǎn)產(chǎn)品，產(chǎn)品及延伸產(chǎn)品的形式，產(chǎn)品的包裝形式產(chǎn)品，即推廣服務(wù)。然而，服務(wù)和產(chǎn)品

52、的趨勢是服務(wù)“產(chǎn)品”超越“擴(kuò)展”這個(gè)范疇的意義。服務(wù)似乎無形，但產(chǎn)品有一定的特點(diǎn)，如品牌，質(zhì)量，成本和價(jià)值特征，而市場需求可能會(huì)造成身體。產(chǎn)品通過服務(wù)供應(yīng)商，客戶獲得滿足，然后從右邊實(shí)現(xiàn)品牌的信任，忠誠的飛躍滿意。 服務(wù)于整個(gè)旅程 銷售已不局限于售后服務(wù)，開始出售，預(yù)售1216銷售已進(jìn)入全面服務(wù)階段，聲明從CS（顧客滿意）的塔塔咨詢服務(wù)公司的發(fā)展（通過客戶滿意度）。服務(wù)理念深受營銷觀念的影響，商業(yè)界非常推崇倡導(dǎo)整合營銷整個(gè)產(chǎn)品的營銷，如早期（預(yù)熱）推廣，推廣期（升溫），推期（沸騰） ，鞏固（恒溫）時(shí)期，這是一個(gè)全新的營銷理念，每個(gè)信息，通信和消費(fèi)教育，針對不同服務(wù)的不同階段傳播階段的重點(diǎn)。全方

53、位的服務(wù)營銷服務(wù)是一個(gè)重要的戰(zhàn)略，通過戰(zhàn)略規(guī)劃服務(wù)所體現(xiàn)的全程服務(wù)體系的建立。 服務(wù)模式 許多企業(yè)已經(jīng)形成了個(gè)性化的服務(wù)模式，主要有以下幾種類型：在建立其自己的網(wǎng)絡(luò)投資的服務(wù)，直接外包服務(wù)功能模型來創(chuàng)建復(fù)雜的分銷渠道。不管是什么模式，“服務(wù)營銷轉(zhuǎn)身，”這是唯一的考慮標(biāo)準(zhǔn)。立邦漆后的產(chǎn)品規(guī)劃和流程再造，一個(gè)新產(chǎn)品推廣計(jì)劃具有戰(zhàn)略意義的設(shè)計(jì) - “。人格選配中心”CCM的產(chǎn)品和“CCM的個(gè)性匹配中心”這樣的技術(shù)型渠道系統(tǒng)的國家立法背后的個(gè)性化“服務(wù)渠道協(xié)同”模式，是。目前，自我管理與區(qū)域市場和服務(wù)功能的渠道“立邦漆服務(wù)中心”。滲透到幾乎每一個(gè)主要城市，立邦漆營銷奠定了堅(jiān)實(shí)的基礎(chǔ)。 服務(wù)概念化 概念

54、已經(jīng)進(jìn)入了營銷技術(shù)，如保暖內(nèi)衣，功能性飲料，化妝品，保健品產(chǎn)品，現(xiàn)已成為營銷服務(wù)。通過改進(jìn)的“含金量”的服務(wù)理念，塑造了“新聞價(jià)值”這一利差已成為生產(chǎn)發(fā)射服務(wù)市場的主要游戲之一。剛剛推出的營銷要注意，這不是概念“空殼概念”，背后有實(shí)際內(nèi)容的支持的概念，不是虛張聲勢很多。在房地產(chǎn)行業(yè)和頻繁的服務(wù)概念，例如“管家服務(wù)”，“沒有服務(wù)”。在生產(chǎn)領(lǐng)域，更多的是摩托羅拉的“全面質(zhì)量”的典型，這是“顧客完全滿意”的建議，即客戶，目的“快速的專業(yè)服務(wù)。” 服務(wù)承諾 雖然無形的服務(wù)，但制造商正努力使服務(wù)變得可見，它是服務(wù)承諾。特別是那些誰正在努力建設(shè)成為一個(gè)服務(wù)品牌企業(yè)品牌本身，是信譽(yù)，一種承諾。該承諾包括兩個(gè)

55、層次：第一，開放的產(chǎn)品，技術(shù)和服務(wù);二是開放給客戶的承諾，包括產(chǎn)品質(zhì)量，問題的利益，如服務(wù)質(zhì)量，客戶（包括物質(zhì)和精神）的支付向公眾表示贊同。通過承諾，使他們相信在可見的交換服務(wù)質(zhì)量，降低風(fēng)險(xiǎn)客戶購買和客戶。尋找銷售服務(wù)市場，許多產(chǎn)品，特別是耐用消費(fèi)品（特別是房地產(chǎn)，汽車，家電等）服務(wù)是一個(gè)競爭的承諾和保證重點(diǎn)，更加具體和特定客戶成為最大的贏家。聯(lián)想作為這樣一個(gè)“三年保修，一年免費(fèi)送貨上門的一年，48小時(shí)故障排除服務(wù)承諾”市場已成為標(biāo)準(zhǔn)的售后服務(wù)。 外包服務(wù) 實(shí)踐證明，不僅生產(chǎn)，銷售，研發(fā)，物流和其他服務(wù)可以外包服務(wù)可以外包。通過外包服務(wù)，以降低運(yùn)營成本，提高服務(wù)的專業(yè)化程度。 “讓一個(gè)專業(yè)公司利用自己的專業(yè)業(yè)務(wù)費(fèi)用不”是制造商外包服務(wù)的根本動(dòng)力，特別是那些誰放棄了企業(yè)“大和包羅萬象的”和“專業(yè)”大企業(yè)，服務(wù)外包合同的追求作為競爭的最佳選擇。據(jù)統(tǒng)計(jì)，2003年，全球IT服務(wù)外包市場達(dá)到了150億美元。能見度企業(yè)深深的愛的外包市場。根據(jù)外包服務(wù)業(yè)務(wù)的出發(fā)點(diǎn)是不同的，服務(wù)外包可分為兩種：一種是計(jì)劃外包，按照既定的企業(yè)選擇外包合作伙伴，建立服務(wù)，包括IBM，多國公司把自己的尊重觀念的渠道，如在外包業(yè)務(wù)服務(wù)，香港電訊等，操作非常成功，另一種是外包 - 主要負(fù)責(zé)銷售和服務(wù)業(yè)務(wù)整合經(jīng)銷商，并