The difference between service marketing mix and traditional marketing mix

First, what is the concept of service marketing?

When it comes to the concept of service marketing, we can't help but mention service marketing. As early as the 1970s, in the decades after the end of World War II, the global economy developed rapidly, people's living standards continued to improve, and the service industry also developed rapidly. Marketing theorists began to pay more and more attention to the characteristics of service marketing. 198 1 year, Booms and Bitner suggested adding three "service P's" on the basis of traditional marketing theory, namely people, process and material evidence. The core of 7Ps is:

1 reveals the importance of employees' participation in the whole marketing activities. Enterprise employees are the main body of the enterprise organization, and everything that each employee does will become a part of customers' feelings about enterprise service and have a certain impact on the image of the enterprise. Every employee should actively participate in the business management decision-making of the enterprise, and truly play the role of employees as masters.

2. Enterprises should pay attention to the whole process of providing services to users, understand customers' feelings in this process through interactive communication, and make customers become participants in the service marketing process, so as to improve services in time and meet customers' expectations. Enterprise marketing should also pay attention to the management of division of labor and cooperation among internal departments, because marketing is an activity in which all departments cooperate and all employees participate, and effective division of labor and cooperation between departments is the fundamental guarantee to realize marketing activities.

So is 7Ps only suitable for the service industry? As Wang, Ph.D. in Enterprise Management, Zhongnan University of Economics and Law, said, "Although the service marketing 7Ps is put forward for the particularity of the service industry, its theoretical value and practical guiding significance are not limited to the scope of service marketing, but are instructive to the development of the whole marketing theory and even the enterprise theory." The last three P's of 7p are the embodiment of the emerging service marketing concept.

Let's look at the essential difference between service industry and product manufacturing industry. On the surface, the service industry (such as hotels, tourism, transportation, education, telecommunications, etc. ) to provide customers with services rather than fashionable products. Therefore, batson, shostak and Berry are the representatives. They summarized and summarized the characteristics of the service industry, such as intangibility, inseparability, difference and non-storability. But on closer inspection, hotel facilities, transportation and telecommunication network equipment all seem to have some product features. Therefore, according to the different proportions of tangible goods and intangible services contained in products, shostak put forward the theory of "continuous pedigree from perceivable to imperceptible", pointing out that pure tangible goods or intangible services are rare in real economic life. This links the service industry with the product manufacturing industry. On the other hand, if the products produced or provided by enterprises are regarded as the media for enterprises to provide certain services to users, it seems that ordinary industries can also be regarded as service industries. In other words, there is no essential difference between service industry and general industry. The only difference is that the medium used by the service industry to provide services to users is intangible or tangible but used by others. Therefore, any profit-making enterprise can be classified as a service-oriented enterprise, and any product (whether tangible or intangible) can be regarded as a medium for enterprises to provide services to users. This is the basic principle of service marketing concept.

As a concept that is generally applicable to all industries, service marketing has not been published in the marketing theory circle, but many scholars and entrepreneurs have realized that service is very important for the long-term development of enterprises and the formation of competitive advantages, and have also put forward many new service concepts. The concept of service marketing is also included in the core of theories such as relationship marketing, integrated marketing, and customer relationship management (CRM). It is not uncommon for a company to succeed in service-oriented marketing practice. In the Dialogue program of CCTV from June 5438 to February 2003, Zhang Ruimin, the head of Haier, once again emphasized that "I believe that users are always right" ("users are always right" is an idea, not a logical judgment, so don't ask: How can users always be right? ), "Helping users succeed is the success of the enterprise", "Haier sells not products, but comprehensive solutions to provide users with some services", which is the simplest concept of service marketing. That's what he said and did. From 65438 to 2009, under the influence of his concept of sincere service to users, Haier changed from a small state-owned enterprise on the verge of bankruptcy to an internationally renowned multinational company today. In the United States, in order to produce a small refrigerator for the student market, Haier visited the campus many times to consult students and understand their needs, and launched a desktop refrigerator and a computer desk refrigerator, which were well received by students and occupied half of the small refrigerator market in the United States. Hilton Hotel is a world-famous multinational company, and Hilton himself is also known as the "king of hotels" in the United States. When someone asked about Hilton's management know-how, Hilton replied: "When you leave my Hilton Hotel, please leave your suggestions for improvement. When you come to my hotel again, you won't have the same opinion-this is my management know-how". There are many factors for success, but a good sense of service is an indispensable condition for the success of an enterprise.

Second, the difference between service marketing concept and marketing concept

The concept of service marketing is qualitatively different from marketing. The marketing concept is market-oriented, and the marketing activities of enterprises are carried out around the market demand. Although we also attach importance to the after-sales service of products, we think that after-sales service is to solve the after-sales maintenance of products, and the after-sales service department is the cost center rather than the profit center, and doing a good job of after-sales service is to sell more products.

The concept of service marketing is service-oriented, and the marketing of enterprises is service, which is the business of enterprises from product design, production, advertising, sales and installation, after-sales service and other departments, even the business of every employee. After-sales service is not a cost-consuming department, and the products of enterprises have been given new added value after passing through various departments. Under the concept of service marketing, enterprises not only pay attention to whether the products are sold successfully, but also pay more attention to the whole process of users enjoying the services provided by enterprises through tangible or intangible products. Therefore, enterprises will pay more attention to after-sales maintenance, collect users' opinions and suggestions on products and feed them back to product design and development departments in time, so as to continuously introduce new products that can meet or even exceed users' expectations. At the same time, if possible, improve or upgrade the products already sold.

From the concept of service marketing, users buy your products, and your marketing work is only the beginning, not the end. For users, the value of the product is reflected in whether it can meet the needs of users during the service period. For example, a mobile communication user chooses your network and buys your mobile phone and SIM card. Obviously, the transaction between the buyer and the seller is not over. The real transaction will be that users will use your network communication service for a long time and pay the communication fee on time in the future. Mobile phones and SIM cards are just the media for you to provide telecommunications services to users. Similarly, enterprises that produce air-conditioning products can also be regarded as the beginning of marketing when users buy your air-conditioner, because users buy the indoor temperature automatic control service provided by you, rather than the ultimate goal, but users prepay the service fee for this service in the future. Here, air conditioning is just a medium for you to provide users with indoor temperature automatic control service. Obviously, this concept is qualitatively different from the traditional marketing concept. You will no longer think that after-sales service is a cost center and does not generate profits. In fact, the experience left by this concept to users is completely different, which will enable enterprises to establish long-term good customer relations with users and accumulate valuable user resources for enterprises.

Traditional marketing concept refers to production concept, product concept and marketing concept, which is based on the enterprise itself. Enterprises mainly use various marketing methods. Enterprises are short-sighted and often care about the profit and loss of each or short-term transaction. The main points are:

Concept of production

Existing products

Increase output or improve product quality

Earn profits by increasing production and reducing costs.

Product concept

Existing products

Production of high-quality products and continuous improvement.

Produce high-quality products to expand sales profits

Sales creativity

Existing products

Improve product quality or try to promote sales.

Make a profit through promotion.