The need for automotive service marketing

The emerging concept of service marketing

I, what is the concept of service marketing

Talking about the concept of service marketing can not help but mention the service marketing, as early as the 1970s, when the global economy in the decades after the end of the Second World War has developed rapidly, the people's living standards continue to improve, and the service industry has also been the rapid development. Marketing theory on the characteristics of service marketing began to pay more and more attention. 1981 Booms and Bitner (Booms and Bitner) suggested that in the traditional marketing theory on the basis of the 4Ps to increase the three "service P", that is: people (People), process (Process), physical environment (Physical environment), and the service industry. Business employees are the main body of the organization, each employee does everything will be part of the customer's feeling of corporate services, will have a certain impact on the image of the enterprise. Should let each employee are actively involved in the business management decision-making in the enterprise, really play the master position of the staff.

2, the enterprise should pay attention to the whole process of providing services to users, through interactive communication to understand the feelings of customers in the process, so that the customer becomes a participant in the service marketing process, so as to improve their services in a timely manner to meet customer expectations. Enterprise marketing should also pay attention to the internal division of labor between departments and the management of the cooperation process, because marketing is a collaboration of departments, all employees *** with the participation of the activities, and the effective division of labor between departments and cooperation is the fundamental guarantee of the realization of marketing activities.

So are the 7Ps only suitable for the service industry? As Dr. Wang Chenghui of the Zhongnan University of Economics and Law said, "Although the 7Ps of service marketing is proposed for the specificity of the service industry, its theoretical value and practical significance is not limited to the scope of service marketing, which is enlightening to the development of the entire marketing theory and even enterprise theory." The last three Ps of the 7Ps are the emerging service marketing. Ps are the embodiment of the emerging concept of service marketing.

Let's take a look at the essential difference between the service industry and product manufacturing. On the face of it, service industries (e.g., hotels, tourism, transportation, education, telecommunications, etc.) provide customers with services rather than shaped products. So represented by Bateson, Shostak, Berry, etc., they summarize and generalize the service industry has the characteristics of imperceptibility, inseparability, differentiation, and non-storability. But on closer examination, the hotel facilities, the tools of transportation, telecommunications network equipment and seems to have certain product characteristics. So Shostak, based on the difference in the proportion of tangible goods and intangible services contained in products, put forward the "theory of a continuous spectrum from perceptible to imperceptible", pointing out that in real economic life purely tangible goods or intangible services are rare. This links the service sector to product manufacturing. Conversely, if we consider the products produced or supplied by a firm as the medium through which the firm provides some aspect of service to its users, it seems that we can again consider ordinary industries as service industries. That is to say, the service industry is not fundamentally different from ordinary industry, the difference is only that the medium used by the service industry to provide services to the users is intangible, or tangible but with others **** use. Therefore, any profit-oriented business can be categorized as a service business, and any product (whether tangible or intangible) can be regarded as the medium of the enterprise to provide services to users. This is the basic principle of service marketing concept.

Service marketing as a general adaptation of the concept of various industries put forward in the marketing theory has not yet seen a monograph, but many scholars and entrepreneurs have recognized that the service is crucial to the long-term development of enterprises and the formation of competitive advantage, but also put forward a lot of new service concepts. In recent years, the emergence of relationship marketing, integrated marketing, customer relationship management (CRM) and other theories, the core of which also implies the concept of service marketing. In the practice of enterprise marketing service-oriented and successful enterprises are not uncommon. In CCTV's "Dialogue" program in December 2003, Zhang Ruimin, the head of Haier, re-emphasized that "I believe in: the user is always right" ("the user is always right"). "is a concept, not a logical judgment, so do not ask: how can the user is always right?) , "to help users succeed is the success of the enterprise", "Haier sells not products, but a comprehensive solution to provide users with a certain aspect of service", this is the most simple concept of service marketing. This is the most simple concept of service marketing. 19 years, Haier in his sincere service for the user's concept of influence, from a small state-owned enterprises on the verge of closure to today's internationally renowned multinational companies. In the United States, Haier, in order to produce a small refrigerator for the student market, went to the campus many times to consult with the students, to understand their needs, and launched the desk refrigerator and computer desk refrigerator which were popular among the students, and occupied half of the small refrigerator market in the United States at one stroke. Hilton Hotel is a global famous multinational company, Hilton himself is also known as the United States "hotel king". Some people ask Hilton's business know-how, Hilton's answer is: "please leave my Hilton Hotel when you leave the improvement of the opinion, when you come back to my hotel will no longer have the same opinion --- this is my business know-how! ". Success is multi-faceted, but a good sense of service has been essential to the success of the business.

Two, service marketing concepts and marketing concepts of the difference

Service marketing concepts and marketing concepts have qualitatively different marketing concepts, marketing concepts are market-oriented, the enterprise's marketing activities are done around the market demand, although it also attaches importance to the after-sales service of the product, but that the after-sales service is to solve the after-sales service of the product maintenance, that the after-sales service department is a cost center rather than a profit center, that a good after-sales service is the cost center. Not profit center, that good after-sales service is to sell more products.

Service marketing concept is service-oriented, enterprise marketing is service, service is the enterprise from product design, production, advertising, sales and installation, after-sales service and other departments, and even every employee. After-sales service is also not a cost-consuming department, the enterprise's products are given new value-added after each department. In the concept of service marketing, enterprises are concerned not only about whether the product is successfully sold, but also focus on the user in the enjoyment of the enterprise through the tangible or intangible products provided by the service of the whole process of feeling. Therefore, the enterprise will be more proactive attention to after-sales maintenance, collect the user's comments and suggestions on the product and timely feedback to the product design and development departments, in order to continue to introduce new products to meet or even exceed the user's expectations. At the same time, where possible, the products sold to improve or upgrade services.

From the concept of service marketing understanding, the user has purchased your product, your marketing work is only the beginning rather than the end. For the user, the value of the product is reflected in the service period can meet the user's needs. For example, a mobile communications user chose your network, purchased your cell phone and SIM card, obviously the buyer and seller of the transaction is not over, the real transaction in the future the user long-term use of the network communications services you provide and pay the communication fee on time, cell phones and SIM cards are just the medium you provide telecommunication services to the user. Similarly, the production of air-conditioning products, when the user purchased your air conditioning can also be seen as the beginning of marketing, because the user to buy air-conditioning is not the ultimate goal, but to buy from you to provide automatic control of indoor temperature services, but the user has been for this service in advance for the service fee for a number of times in the future only. Here, the air conditioner is also just a medium for you to provide users with automatic indoor temperature control services. Obviously, this concept is qualitatively different from the traditional marketing concept. You will no longer think that after-sales service is a cost center, is not profitable. In fact, this concept leaves the user experience is completely different, which will enable the enterprise and the user to establish a long, good customer relations, for the enterprise to accumulate valuable user resources.