论服务营销的有形化策略

On Tangibility Strategy for Service Marketing

服务性企业经常面临如何最好的向顾客传递无形的服务质量上的困扰。本文对服务无形的特征所引起的相关属性及其各自给服务营销带来的挑战作了系统的分析 ,并提出了相应的有形化策略。

Service firms often are confronted with the problem of how to communicate the intangible qualities. The article elucidates what intantibility means and identifies five conceptual properties of intangibility, describes the marketing challenge of each, and puts forward some tangtibility strategies to meet each challenge.