基于企业服务营销过程的服务定价研究

Research on Services Pricing Based on the Process of Services Marketing

随着企业竞争的加剧,企业的竞争优势不仅是产品研发、产品质量等有形保证,服务也成为衡量企业竞争力的重要杠杆。服务营销是指企业在充分认识满足消费者需求的前提下,为充分满足消费者需要在营销过程中所采取的一系列活动。在确定服务价格时,服务企业必须对影响服务定价的各种因素进行全面地把握。

With the increasing business competition,enterprise＇s competitive advantage is not only the tangible assurance,such as product development and product quality,but also services,which is an important measure of enterprises＇ competitiveness.Service Marketing is a series of activities in the marketing process for meeting consumer needs,based on fully understanding of consumer needs.When determining the price of services,service enterprises must grasp of the various factors of service pricing comprehensively.