个性化服务视角下学科服务关系营销研究

Research on the Subject Service Relation Marketing in the Perspective of Personalized Service

个性化服务视角下学科服务关系营销以制定个性化服务、提升用户体验为核心内容。本文在分析学科服务关系营销定位的基础上,强调学科服务要以用户需求为导向、学科服务要同其内外部环境相适应、信息资源整合要与营销服务一体化,并以个性化服务为切入点围绕学科服务关系营销定位构建学科服务关系营销模式,较为深入探讨了学科服务关系营销模式差异化、精细化实现方法。

Formulating the personalized service content and enhancing user experience are the core contents of tile subject service relation marketing in the perspective of personalized service. Based on analyzing the locating of the subject service relation marketing, this paper emphasizes the user demand guiding, the matching of subject service with its internal and external environment and the integration of information resources and marketing service. And around the locating, this paper also builds the model of the subject service relation marketing from the personalized service, and deeply discusses the differentiation and refining method to realize the model.