服务营销课件

服务营销课件Chapter1:WhyStudyServices?(1)为什么研究服务业Servicesdominateeconomyinmostnations服务业再大多数国家的经济中占有支配地位Understandingservicesoffersyoupersonalcompetitiveadvantages理解服务业能提供个人的竞争优势Importanceofservicesectorineconomyisgrowingrapidly:服务部门的重要性在经济中越来越明显Servicesaccountformorethan60percentofGDPworldwide服务业占全世界GDP的比重估计超过60%Almostalleconomieshaveasubstantialservicesector几乎所有的经济体都有大量的服务部门Mostnewemploymentisprovidedbyservices服务业提供更多新的就业机会Strongestgrowthareaformarketing营销中有很大的发展空间NAICS:ANewWaytoClassifyandAnalyzetheServiceEconomy(RI1.1)一种新的方法分类和分析服务经济NAICS—NorthAmericanIndustryClassificationSystem—nowusedtocompileandrecordeconomicdatabynationalstatisticalagenciesoftheU.S.,Canada,Mexico美国、加拿大、墨西哥的国家统计局常常汇编和记录经济数据NewclassificationsystemreplacesoldSICcodesinU.S.Captureshugearrayofnewserviceindustries,eachwithitsownNAICScode新的服务业有很庞大的排列码，每一个都拥有自己的NAICS代码NAPCS—NorthAmericanProductClassificationSystem—assignscodestothousandsofserviceproducts对数以千计的服务产品分配代码Particularlyusefulforlookingatrentedgoodsservices特别有效地把它看作是租赁产品和服务U.S.andCanadiandataeasilyaccessibleontheWeb;informationincludesnumberofestablishmentsandEmployment网上美国和加拿大的数据很容易得到公司和职业的信息也可得到。SomeNewerServiceIndustriesProfiledbyNAICSCodesButNotSIC一些较新的服务行业CasinoHotels娱乐酒店ContinuingCareRetirementCommunitiesDiagnosticImagingCentersDietandWeightReducingCentersEnvironmentalConsultingGolfCourses,CountryClubsHazardousWasteCollectionHMOMedicalCenters保健医疗中心组织IndustrialDesignServices产业设计服务InvestmentBankingandSecuritiesDealing银行和证券投资交易ManagementConsultingServices管理咨询公司SatelliteTelecommunications卫星通讯TelemarketingBureaus电话销售单位TemporaryHelpServicesWhyStudyServices?(2)MostnewjobsaregeneratedbyservicesFastestgrowthexpectedinknowledge-basedindustries以知识为基础快速增长Significanttrainingandeducationalqualificationsrequired,butemployeeswillbemorehighlycompensated受过培训和教育程度高的雇员报酬高Willservicejobslosttolower-costcountries?Yes,someservicejobscanbeexportedChangingStructureofEmploymentasEconomicDevelopmentEvolves随着经济发展，就业结构在不断改变影响服务经济的因素TransformationoftheServiceEconomy服务经济的驱动因素GovernmentPolicies——Changesinregulations有规则改变政府政策Privatization私有化Newrulestoprotectcustomers,employees,andtheenvironment保护顾客、雇员环境的新的规则Newagreementontradeinservice再服务贸易中新的协议SocialChanges————Risingconsumerexpectations提高消费者期望值社会变迁Moreaffluence更富裕Morepeopleshortoftime更多人空余时间少Increaseddesireforbuyingexperiencesversusthings根据购买经验，顾客对不同东西有更高要求Risingconsumerownershipofhightechequipment提高消费者购买高新科技设备所有权Easieraccesstoinformation更容易使用信息Immigration一体化Growingbutagingpopulation不断增长的人口老龄化BusinessTrends————Pushtoincreaseshareholdervalue推动股东价值的增长商业趋势Emphasisonproductivityandcostsavings重点在生产力和成本的节约Manufacturersaddvaluethroughserviceandsellservices制造业通过买卖服务增加价值Morestrategicalliancesandoutsourcing更多战略联盟和外购Focusonqualityandcustomersatisfaction着重质量和顾客满意Growthoffranchising特许经营的增长Marketingemphasisbynonprofits重点在非盈利营销AdvancesinIT————GrowthoftheInternet互联网的发展科技的进步GreaterbandwidthCompactmobileequipment小的移动设备服务业的比例不断增大Wirelessnetworking无线网络Faster,morepowerfulsoftware更快，更有力的软件Digitizationoftext,graphics,audio,video文本、图画、声音、视频的数息化Globalization—————Morecompaniesoperatingontransnationalbasis更多企业以出口未基础全球化Increasedinternationaltravel出国旅行不断上升Internationalmergersandalliances国际合并和联盟“Offshoring”ofcustomerservice离岸顾客的服务Foreigncompetitorsinvadedomesticmarkets外国竞争者入侵国内市场DefiningServices服务的定义Afreshperspective:Servicesinvolveaformofrental,offeringbenefitswithouttransferofownership服务是属于租赁的一种，所有权没有转移，而只是提供费用Services：一种由一方提供给另一方的经济行为；一种不影响多有权的经济活动；一种通过促进顾客自身有形财产或无形财产需求变化来创造利益的过程。Includerentalofgoods包括商品的租赁Marketingtasksforservicesdifferfromthoseinvolvedinsellinggoodsandtransferringownership服务营销的任务要与商品买卖和所有权转移是不同的Fivebroadcategorieswithinnon-ownershipframework:五大类服务以租赁的方式满足有：1.Rentedgoodsservices服务产品的租赁2.Definedspaceandplacerentals特定的空间和地点的租赁（坐车、看电影）3.Laborandexpertiserentals劳动力和专业技术的租赁4.Accesstosharedphysicalenvironments共享资源空间的租赁5.Systemsandnetworks:accessandusage获得和使用系统和网络（互联网、宽带上网）ChallengesPosedbyServices（服务所带来的挑战）Theeightcommondifferencesare:服务产品与普通产品的八点区别1.Mostserviceproductscannotbeinventoried很多的服务产品不能储存2.Intangibleelementsusuallydominatevaluecreation无形要素决定了服务产品价值的产生3.Servicesareoftendifficulttovisualizeandunderstand服务产品很难在视角上识别和理解4.Customersmaybeinvolvedinco-production服务产品中顾客很可能介入到生产中去5.Peoplemaybepartoftheserviceexperience顾客也许构成了服务体验的一部分6.Operationalinputsandoutputstendtovarymorewidely投入和产出间由更多的不同7.Thetimefactoroftenassumesgreatimportance时间要素很重要8.Distributionmaytakeplacethroughnonphysicalchannels服务产品在通路上更具灵活性Whataremarketingimplications?Differences,Implications,andMarketing-RelatedTasks分歧，影响，和市场营销有关的任务Difference不同Mostserviceproductscannotbeinventoried服务产品不能储存的Intangibleelementsusuallydominatevaluecreation无形因素使服务价值增加Servicesareoftendifficulttovisualizeandunderstand服务很难有形化Customersmaybeinvolvedincoproduction顾客参与Peoplemaybepartofserviceexperience人是服务经验的一部分Operationalinputsandoutputstendtovarymorewidely操作投入与产出变化更大Timefactoroftenassume