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服务营销作为一种新的营销模式,其本身所具有的优势对于企业营销水平提升具有重要作用,在企业之间的营销竞争不断加剧的情况下,如何运用好服务营销这一手段,构建能够切实提升企业营销效果的服务营销模式,这成为了企业营销领域的新课题。本文对于服务营销概念、原则以及意义进行了探讨,分析了企业服务营销中存在的问题,围绕这些问题探讨了服务营销模式构建策略,即要从服务营销理念更新、服务内容拓展、服务水平以及能力提升等方面不断努力,从而全面提升企业服务营销水平,并带来客户忠诚度的提升。
As a new marketing model, service marketing plays an important role in improving the marketing level of enterprises. Under the circumstance of increasing marketing competition among service companies, how to make good use of service marketing and how to build effective Marketing services to enhance marketing effectiveness of the marketing model, which became a corporate marketing a new topic. In this paper, the concept, principle and meaning of service marketing are discussed. The problems in service marketing are analyzed. Based on these issues, the strategy of service marketing model construction is discussed. That is to say, the concept of service marketing, service content development, service level and capability Enhance and other aspects of continuous efforts, so as to enhance the level of enterprise service marketing, and bring customer loyalty.