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服务营销研究-Services Marketing

时间:2015-12-18 12:11来源:www.liuxuelw.com 作者:anne 点击:
这篇反思日记只记录了我所学到的这一课,事实上我不仅得到了有用和有趣的知识,更是获得了服务营销的技巧。对于我将来的学习,这个演讲的方法和理论都可以用到。
Introduction介绍
 
这是我在这个学期的服务营销研究的,我的一个反思性学习日志。反思日记记录了我在课堂上所学的东西,以及我对这堂课的理论和知识的看法和想法。这是非常重要的,因为我记录了我的个人想法,在这个反思日记里可以找出我的缺点,提高我的学习服务营销能力的记录我个人的想法,这一点是至关重要。
This is a reflective learning log of mine of my study on the Services Marketing of this semester. The reflective diary recorded what I have learned after the class, as well as my ideas and thoughts on the theories and knowledge of this lecture. It is critical as I recorded my personal thoughts in this reflection diary, which can find out my shortcomings for the understanding of the research issue and improve my learning ability of the service marketing.
 
Task 1: Services Marketing Joe & Co. Hairdressing任务1:服务营销乔科技有限公司
在本周举行的有关服务接触的讲座。它的定义是消极的遭遇和积极的遭遇是以美容为例。“服务遭遇”理念的提出,是基于对服务业者的重视。服务接触是顾客服务感知的直接来源。服务质量在很大程度上取决于顾客感知,而顾客感知是基于服务的遭遇能力。因此,遇到的服务可以分为正面和负面的遭遇。我认为服务提供商应该把重点放在对客户的积极的遭遇与客户的互动中。
The lecture on the service encounter is hold in this week. Its definitions, the negative encounter and positive encounter are discussed as the hairdressing for example. The proposing of the concept of service encounter is based on the emphasis of the person-to-person encounter in the service industry. The service encounter is the direct source of the perception of customer service. The quality of service depends largely on customer perception, while the customer perception is based on service encounter ability. Therefore, the service encounter can be divided into the negative encounter and positive encounter. I think the service provider should put emphasis on the positive encounter on the customers during the interaction with the customers.
 
Task 2: Services Marketing Kennedy’s Gallery任务2:服务营销肯尼迪的画廊
In this class, the case of Kennedy’s Gallery is taken to illustrate these marketing elements. Through the case of Kennedy’s Gallery, it can be concluded that the participation of the employees plays an important role in the entire marketing activities. Enterprises should pay attention to the whole process of providing service to users. Through the interactive communication, the enterprises can understand the feelings of the customers, enabling customers to become participants in the process of marketing services, so as to improve their services in a timely manner to meet customer expectations. 7P’s puts more emphasis on the service than the traditional 4P’s. The participation of the employees and the cooperation of different departments are very important in this theory.
 
Task 3: Services Marketing NSPCC任务3:服务营销协会
Through the learning of this class, I know the non-profit organization. The non-profit organizations have the characteristics of services. Marketing of nonprofit organizations has many similarities with it of profit organizations. However, because the non-profit organization not only seeks the interests of their organization, more importantly, it also seeks interests of target group, for the benefit of society as a whole. Non-profit organizations usually combine the product, place, price, promotion, people, process and physical evidence marketing tools together to develop marketing mix strategies, in order to achieve the organization's marketing and management goals. In my view, non-profit organizations should carefully analyze their own characteristics; play their advantage of high credibility authority through publicity and public service ads to establish their own image, and achieve the marketing goals.
 
Task 4: Services Marketing 任务4:服务营销
This lecture discussed on the factory metaphor of the services organization. The metaphor helps us better understand on a relatively nonobjective process. The service marketing operations are like the procedures of the factories, when customers can get the service as the products as they enter the factories. In this model, the participation of the customers, the customer encounter, and service efficiency are very important. In this metaphor, the service organization faces the same issue. The positive or negative customer encounter affects the customers’ perception. To sum up, the service organization emphasizes the interaction of the customers, and the metaphor of factory helps the focus of the customer experience during providing the service.  (责任编辑:cinq)
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