论全面服务营销

On Overall Service Marketing

根据市场营销发展的新趋势服务营销观,在分析了服务营销含义和应用范围的基础上,提出了全面服务营销的新观念。并从服务营销的一般理解、服务、全员服务营销体系的建立等3个方面的问题,展开了讨论和探索;对服务营销概念与应用范围进行了深化与延伸,并从企业文化、制度、战略和人力资源管理等相关方面,对如何建立和健全全面服务营销体系提出了作者的见解。

According to service marketing view which is the new trend of foundation marketing development, the meaning of service marketing and the range of its application are analyzed. On this basis, the new idea of the overall service marketing is put forward. The discussion is organized and explored regarding general understanding of service marketing, setting - up of service and whole member service marketing system. The concept of service marketing and the range of its application are deepened and extended. It is proposed how to build up and perfect a sound overall service marketing system from relevant respects, such as corporate culture, system, strategy and human resources management, etc..