产业服务市场细分研究

Research on Industrial Service Marketing Segmentation

产业服务主要是指企业或组织间的服务关系,这种产业服务的重要性是显而易见的。要想进行有效的产业服务营销,就有必要像有形产品那样,对产业服务进行市场细分研究。通过对天津地区有关企业的调查研究,可以将产业服务细分为四类市场,即关系导向型、客户导向型、高期望型和价格敏感型。各类细分市场之间存在具体的产业服务需求差异。弄清这些差异,对于产业服务供应商搞好服务供应,加强服务营销管理具有重要的现实意义。

Industrial services that is defined as business to business service exchange are very important for service marketing. In order to effectively manage industrial service marketing, it is necessary to study its segmentation just like tangible product market. After survey and empirical research on some companies of Tianjin area in China, we can segment industrial service market into 4 types; relationship searching, customer oriented, high expectation and price sensitivity. There are many differences of demanding for industrial services among segmentations, which is significant and realism for business to strengthen their industrial service marketing management.