互联网在服务营销中的应用与前景

Internet Application in Services Marketing and Its Prospect

服务营销作为企业营销管理深化的内在要求,乃是当前企业竞争制胜的重要保证。本文在分析服务营销固有的不可感知性、不可分离性、差异性和不可储存性的特点,研究了利用互联网技术改善服务营销过程和服务营销控制方面的特点,指出互联网在服务营销中的应用十分广泛,有助于实现顾客让渡价值最大化。

As the deeper inner demand of the corporation marketing management, Services Marketing becomes a key to the success of a company in the present market competition. This paper focuses on the point of how to take advantage of internet technologies to improve the Service Marketing management and the controlling course. Based on the analysis of the characteristics of Services Marketing such as its natures of Unknown, of Non-separation, of Difference and of Non-storage, the article also shows a bright picture of wider applications of internet technologies in Service Marketing, which will help to realize the magnification of customers' transferred value.