服務(wù)營(yíng)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 driven by the va

2、lue. 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 marketing services.S

3、ervice 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 industries (such as

4、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, quality, Brand sales service

5、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 360expert services,Legends sunshine services, and so on. Meanwhile, some enterprises are still aga

6、inst 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 domains.Service productFor service products, telecommunications, postal services, banki

7、ng, 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 products, the packaging of the product to form products, namely extension services. However,

8、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, quality, cost and value characteristics, While the market demand may create body. Products through service pro

9、viders, 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 to sell, the pre-sale of 1216 has entered the stage of full-service, Statement from CS (customer satisfaction)

10、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 Integrated Marketing entire product marketing, such as the promotion of early (pre-heating), the promotion period (war

11、ming), 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 consumer education, different stages for different services. Full service marketing services is an important strategy

12、 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 types : investment in building its own network of services, direct outsourcing model with service functions to creat

13、e complex distribution channels. Whatever the mode, Service Marketing turn around, That is the only consideration standards. Libangqi after the product planning and process reengineering, Design of a strategic significance of the new product promotion program - CCM products and personality matching

14、center. CCM personality matching center type channels such technology is behind the systematic state legislature, personalized service channels synergy model. Currently, the self-management to regional markets and channels for the service functions of the Libangqi services center. permeate almost ev

15、ery major city, for marketing Libangqi lay a solid foundation.Services conceptualizationConcept has entered the marketing technology products, such as thermal underwear, functional beverages, cosmetics, health products, is now into marketing services. Improve service through the concept of the gold

16、content, mold spread of the newsworthy This has become a production launch service marketing one of 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

17、real estate industry and frequent service concept, such as steward service, no service. In production areas, is more typical of Motorolas Total Quality, This is the customer is completely satisfied with the purpose of the proposed, namely customers, Fast professional services.The service pledgesDesp

18、ite the intangible services, 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 p

19、roducts, technologies 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 c

20、ustomers to purchase, 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 speci

21、fic customers becomes 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 servicesPractice has proved that not only the production, marketing, research and developm

22、ent, logistics 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 servic

23、es 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 outsourcing market reached 150

24、 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 established enterprises choose out

25、sourcing 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 - primarily dealers for sales and se

26、rvice 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 electric appliance enterprises in the Unit

27、ed 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, products and channels built wherever s

28、ervice 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 channels and the channels of service, H

29、owever, 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 distribution channels of integration, forming comp

30、osite 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 of its own sales channels of service; A third manufac

31、turer 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 the practice.Personalized serviceGrowing market demand

32、 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 a left-handed mouse. Lenovo is not to the left-hander

33、 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 marketing. but also one-to-one service. Customers through the bre

34、akdown 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 have different policies that meet the different needs of different customers.

35、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 fatal damage. With the development of software technology for the management of customer da

36、ta 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 links from the customers first contact, until the subsequent service and denounce, through t

37、o 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 and technical support requirements are well known, and tailored to each customers specific requi

38、rements provide a full range of satisfactory service.Diversified serviceDiversified service platform, three-dimensional, creating the largest customer for the convenience it is the idea of four C services under the overall guidance of thinking. Many manufacturers have established a storefront servic

39、es 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 center), the mobile carrier (transport services).Carrier network services (building an interactive webs

40、ite) 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 initiative to use a variety of communication channels for customer visits, planned, systematic, process of market

41、ing 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, unobstructed access to the services, otherwise might have brought a lot of trouble, such as lack of timely treat

42、ment quality will lose customer loyalty. even customer complaints to the associations, the media and other departments, enterprises will have a negative impact.Service differentiationIn the products, technologies growing homogenization of today, only the brand and service efforts. So producers began

43、 service differentiation article. Services difference reflected in many aspects, such as service brand differentiation, mode of service differentiation, service technical differences, differences in the concept of service, communication services, such as differences in many aspects. For the differen

44、ce can be seen from three angles to understand : a competitor is not, and the enterprises own unique; although the two are competitors but the enterprise superb; 3 is completely different from our competitors in the pursuit practices. IBM is service, These words have been from abroad reached the cou

45、ntry, In fact there are indeed differences between IBM competitors to the absolute competitive edge : IBM Global Services Department since the early 1990s will be the first service concept into China, China to provide customers with a full range of technical services, demonstrated its comprehensive

46、technology and professional service capabilities. IBM Global Services Department not only to provide our customers with hardware and software based 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

47、more importantly, also provides information such as the independent consultants, business process flow integration and technical services, professional services system, network integrated wiring system integration, manpower training, Win peacekeeping services, and other information technology and ma

48、nagement consulting services to meet customers increasingly complex and individualized needs, This is the difference between the service advantages.路服務(wù)營(yíng)銷 企業(yè)不斷創(chuàng)造價(jià)值的過(guò)程是一個(gè) “增值 ”的過(guò)程。品牌價(jià)值，使主要措施：第一， 通過(guò)增值的包裝，二是通過(guò)增值服務(wù)，三是通過(guò)代言人的價(jià)值 ;四消費(fèi)者忠誠(chéng)度 是由價(jià)值驅(qū)動(dòng)的。 營(yíng)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(yíng)銷， 只會(huì)增加運(yùn)營(yíng)成本， 降低效率，為客戶的缺陷，

49、 企業(yè)必須學(xué)習(xí)， 如增加產(chǎn)品的市場(chǎng)營(yíng)銷服務(wù)營(yíng)銷的機(jī)會(huì)。服務(wù)品牌 不僅對(duì)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(chéng)到永遠(yuǎn)），這是創(chuàng)建的最大受益者。對(duì)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(zhǎng)期的競(jìng)爭(zhēng)優(yōu)勢(shì)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(chǎng)營(yíng)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(chǎng)競(jìng)爭(zhēng)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(shuō)：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(yáng)光服務(wù)，等

50、等。 ”同時(shí)， 一些企業(yè)仍然反對(duì)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(duì)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(jī)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)品的趨勢(shì)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(wú)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(chǎng)需求可能會(huì)造成身體。產(chǎn)品通過(guò)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(chéng)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)

51、，開(kāi)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(guò)客戶滿意度）。服務(wù)理 念深受營(yíng)銷觀念的影響， 商業(yè)界非常推崇倡導(dǎo)整合營(yíng)銷整個(gè)產(chǎn)品的營(yíng)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(yíng)銷理念， 每個(gè)信息， 通信和消費(fèi)教育， 針對(duì)不同服務(wù)的不同階段傳播 階段的重點(diǎn)。 全方位的服務(wù)營(yíng)銷服務(wù)是一個(gè)重要的戰(zhàn)略， 通過(guò)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(lái)創(chuàng)建復(fù)雜的分銷渠道。

52、 不管是什么模 式， “服務(wù)營(yíng)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勺個(gè)性匹配中心”這樣的技術(shù)型渠道系統(tǒng)的國(guó)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(chǎng)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(yíng)銷奠定了堅(jiān)實(shí)的基礎(chǔ)。服務(wù)概念化 概念已經(jīng)進(jìn)入了營(yíng)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(yíng)銷服務(wù)。通過(guò)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(chǎng)的主要游戲之一。 剛剛推出的營(yíng)銷

53、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(shì)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(méi)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)?！狈?wù)承諾 雖然無(wú)形的服務(wù)，但制造商正努力使服務(wù)變得可見(jiàn)，它是服務(wù)承諾。特別是那些 誰(shuí)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)層次：第一，開(kāi)放的產(chǎn)品，技術(shù)和服務(wù) ;二是開(kāi)放給客戶的承諾，包括產(chǎn) 品質(zhì)量，問(wèn)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(guò)承諾，使他們相信在可見(jiàn)的交

54、換服務(wù)質(zhì)量，降低風(fēng)險(xiǎn)客戶購(gòu)買和客戶。 尋找銷售服務(wù)市場(chǎng)，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(jìng)爭(zhēng)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(chǎng)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(guò)外包服務(wù)，以降低運(yùn)營(yíng)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(shuí)放棄了企 業(yè)“大和包羅萬(wàn)象的”和“專業(yè)”大企業(yè)，服務(wù)外包合同的追求作為競(jìng)爭(zhēng)的最佳選擇。 據(jù)統(tǒng)計(jì)，2003 年，全球 IT 服務(wù)外包市場(chǎng)達(dá)到了 150 億美元。能見(jiàn)度企業(yè)深深的 愛(ài)的外包市場(chǎng)。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(guó)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，并要求制造商對(duì)服務(wù)的 銷售。如