为了将服务产品同有形商品区分开来,自70年代末至80年代初,许多市场营销专家从产品特征的角度来探讨服务的本质。大多数服务产品具有以下共同特征:1、不可感知性“不可感知性”可以从两个不同的层次来理解。首先,服务产品与有形的消费品或工业品比较,服务的特质及组成服务的元素,很多都是无形无质,让人不能触摸或凭肉眼看见其存在。同时,服务产品不仅其特质是无形无质甚至使用服务后的 In order to distinguish service products from tangible goods, from the late 1970s to early 1980s, many marketing experts discussed the nature of services from the perspective of product features. Most service products have the following common features: 1. Imperceptibility Imperceptibility can be understood from two different levels. First of all, compared with tangible consumer goods or industrial products, the quality of services and the elements that make up services are intangible and intangible. People cannot touch or see their existence with the naked eye. At the same time, the service product not only has its intangible quality, even after service