| 基于服务质量模型的方案营销策略研究 |
| |
| 引用本文： | 吴水龙,;周运锦.基于服务质量模型的方案营销策略研究[J].地质技术经济管理,2008(10):28-30. |
| |
| 作者姓名： | 吴水龙 ;周运锦 |
| |
| 作者单位： | [1]中山大学管理学院,广东广州510275; [2]南昌航空大学经管学院,江西南昌330063; [3]赣南师范学院商学院,江西赣州341000 |
| |
| 摘 要： | 解决方案营销是获取营销模式差异化优势的重要利器，其本质在于实现由“竞争导向”向“顾客导向”、由“交易营销”向“关系营销”的两个关键性转变。在分析传统营销模式和解决方案营销模式本质区别的基础上，借助Parasuraman的服务质量差距模型，提出解决方案营销的策略：全面了解顾客期望；选择正确的服务标准和规范；按标准提供和执行服务；履行承诺，制造惊喜。
|
| 关 键 词： | 解决方案营销 顾客导向 关系营销 |
Research on Solution Marketing Strategies Based on Service Quality Gap Modle |
| |
| Institution: | Wu Shuilong, Zhou Yunjin ( 1.School of Business, Sun Yat-sen University, Gllangzhou 510275, China;2.School of Economic ＆ Management, Nanehang Hangkong University, Nanchang 330063, China;3.School of Busimess, Gannan Normal University; Ganzhou 341000, China) |
| |
| Abstract: | This paper believes thai solution marketing is an efficient, instrument of gaining differentiation advantage of marketing model due to solution marketing＇ s ＂customer orientation＂ and ＂relationship marketing＂ . Based on the study of the dislinction between traditional marketing and solution marketiug, the paper, by means of Parasuraman＇ s service quality gap model, puts forth the strategy of solution marketing： to comprehensively understand customers＇ expectations; to choose the right service standards and norms; to offer services according to standards; to fulfill commitments and to create surprises. |
| |
| Keywords: | solution marketing customer orientation relationship marketing |
| 本文献已被 维普 等数据库收录！ |
|
