服务特征的再认识与整合服务营销组合框架

Re-understanding the Characteristics of Services and Building Inte Grated Services Marketing Mix

本文在文献综述的基础上,通过服务营销与商品营销的对比,分析出服务的9个基本特征:顾客不获得服务所有权、无形性、顾客参与性、人员作为服务产品的一部分、投入产出更大的可变性、服务质量难评价性、不可存储性、时间要素重要性、不同的分销渠道等。并在详细分析针对服务特征所需的营销策略的基础上提出了由服务产品、价格、分销、促销、有形证据、人员、过程和生产效率组成的整合服务营销组合框架,指出服务企业在设计和实施营销方案时必须做好营销管理职能、运作管理职能以及人力资源管理职能的协调与沟通。

factors of the characteristics of services are analyzed on the basis of literature reviews and the comparison of services and goods.Then,the integrated services marketing mix is offered on the basis of marketing programs corresponding to the characteristics of services.Finally,it is pointed out that the coordination and configuration of three management functions(marketing,operations and human resources)are important for services organizations to success in competitive marketplace.