“服务之花”——营销园中的奇葩

"The Flower of Service"——Key to Successful Marketing

介绍和研究美国著名服务营销学者克里斯多弗·H·洛夫洛克“服务之花”思想。其实质含义是从整体产品或服务的立场出发,将核心产品与附加产品的关系喻之为一朵花的“花蕊”与“花瓣”,不同企业的核心产品大不相同,而所有企业的附加产品则大致一样,它们可分为八大方面,因而提出可以通过加强附加产品的服务来使核心产品价值增加,从而提高企业竞争力。

This paper expounds and explores Christopher H. Livelock's idea: 'the flower of service'. The actual implication of the idea is that the key products and affiliated products should be regarded as ' flower pistil' and 'petal'. The key products of different enterprise are usually different from each other, but the affiliated products of all corporations, which fall into eight categories, are of the same characters, therefore strengthening the service of affiliated products may lead to the improvement of the value of key products and the competing power of enterprise as well.