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服务有形化营销策略探讨

放大字体  缩小字体 发布日期:2013-12-10  来源:现代哲学  浏览次数:141

服务有形化营销策略探讨




摘要:服务无形性给消费者认知和选择服务以及企业推广服务带来了巨大障碍,因此,服务企业要有效地营销服务,就必须实施有形化策略,即为无形服务提供有形证据。文章分析了服务有形化的必要性,提出了具体的有形化策略,这对服务企业开展营销活动具有现实指导意义。


关键词:服务无形性;服务有形化;营销策略


The Marketing Strategy on Tangibility of Service




Abstract: Because of the intangibility of service, it is hard for customers to recognize and choice service. And the intangibility of service also brings the difficulty for service companies to promote service. If the service companies want to launch service effectively, it must carry out the marketing strategy on tangibility of service, which means to provide physical evidence. In this article, we analyze the necessity for the tangibility of service and put forward the marketing strategy on tangibility of service. It has realistic significance of service companies to carry out marketing practice.


Key words: service intangibility; the tangibility of service; marketing strategy


中图分类号:F719           文献标示码:A            文章编号:


服务具有无形性,致使消费者认知和选择服务存在较大困难,同时也影响服务企业推广服务。因此,服务企业要有效地营销服务,就必须克服无形性障碍而向消费者提供有形证据,即实施有形化策略。那么,服务企业究竟可采取哪些有形化策略呢?对此,本文加以探讨。

 
 
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