顾客中心导向的服务营销管理

【作者】 周雪飞；

【导师】 刘宝成；

【作者基本信息】 对外经济贸易大学 ， 国际工商管理， 2003， 硕士

【摘要】 无形性和过程性是服务的基本特性，决定了服务营销管理必须以“顾客”为中心；传统顾客概念在新的时代条件下是不充分的，单纯经济理性不足以解释顾客行为，顾客概念正经历着由单纯经济理性向综合社会性转变的过程；在服务营销战略模型中加入“顾客”这个元素，兼顾成本领先和差异化策略；顾客导向推动传统营销范式由4Ps向7Ps扩展、Ps范式向Rs演进，深度关系营销成为服务营销的核心理论；在顾客中心导向下整合服务营销管理措施，着重解决服务组织内部三大部门之间的合作问题，改进服务质量管理措施；整合营销传播(IMC)应该在服务营销管理实践中受到足够重视；在常用营销方法中融合文化、心理和伦理等社会性和人性化因素；信息技术对新的顾客观念、服务营销哲学和深度关系营销方法的整合和实现。更多还原

【Abstract】 This paper identifies the intangibility and the continuance as the basic properties of service, which leads to a customer orientation in the services marketing. The traditional economic concept of"customer" is not sufficient to interpret customer behavior in the modern and post-modern context. Meanwhile, the extended sociological"customer" concept calls for a supplemented paradigm of 7Ps and a shift from Ps to Rs principle, where focused-relationship management forms the core of services marketing. Accordingly this study exams the dynamic adoption of general marketing devices including strategic services typology, integrated marketing communications, and cooperation patterns of individually functional departments within a service organization. This paper also addresses the technological intermediation: leveraging IT has the potential to reconfigure all of these approaches.更多还原