项目型产品营销的售前服务全景分析

Panoramic Analysis of Presale Service under the Perspective of Project-type Product Marketing

售前服务属于服务营销的范畴,但在实施过程日益呈现出项目管理的特性。售前服务包含技术性服务和经济性服务两项内容,其精髓是通过实施"消费者教育"来促进产品销售,并在实践中呈现出售前活动项目化、售前工作职业化、售前经验知识化等新特征。在项目管理与服务营销的融合下,售前服务管理围绕消费者、企业的双重价值来实现,形成了以售前团队管理、售前质量管理、售前交付物管理和售前流程管理为核心的概念体系。

Presale service belongs to the category of service marketing, but increasingly shows the features of project management in the service process. The contents of presale service contain the technical service and the economical service, its essence is to influence product sale through the implementation of ＂consumer education＂, and in business practice presale service has been presented some new characteristics, such as project-based activities, professional-oriented job and experience-systemized knowledge, and so on. Under the integration of project management and service marketing, presale service management to achieve the double value about consumer and enterprise, results in a new service marketing mix covering knowledge marketing, value marketing, relationship marketing and program marketing, and forms the concept system taking team management, quality management, deliverables management and process management as its core.