摘要
产品服务系统的关键思想是,消费者需求的并不是产品本身,而是产品所能提供的效用,即功能提供。通过提供"优质服务"来满足某些以前"物质产品"提供的需要,可以大幅度降低能源和原材料需求,减少对环境的压力,获得更高的经济和社会效益。本文通过宜家(IKEA)的产品服务营销案例来说明以顾客为导向的服务经济给企业带来的巨大的效益,它从侧面给中国的企业一个很大的启示。
Product Service System The key idea is that consumer demand is not the product itself,but the utility can provide products that provide functionality.By providing 'quality services' to meet some former 'material product' to provide the need,you can significantly reduce demand for energy and raw materials to reduce the pressures on the environment,access to higher economic and social benefits.In this paper,IKEA products and services marketing case to illustrate the customer-oriented service economy to the enormous business benefits,it is from the side to the Chinese companies a big inspiration.
关键词
产品服务
营销
增值
服务型体验
products and services, marketing, value, service-oriented experience
