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一、服务营销沟通问题的产生现代社会的营销沟通已与过去大不相同。过去,顾客从有限的来源处获得关于商品和服务的信息,通常是大众营销沟通来源比如电视和报纸等媒介。在这种环境下,营销人员不难勾画出统一的品牌形象,使其与承诺相一致。然而今天的顾客可以通过更多的渠道获得商品和服务的信息,如提供特定服务的杂志、在线资源、优惠券和一系列促销工具。需要服务的顾客甚至可以获得更多的沟通来源,比如服务场景、顾客服务部门和每天与服务员工的服务接触交互活动。这些媒体增加了对特定企业或品牌的
First, the problem of service marketing communication The marketing communication in modern society has been very different from the past. In the past, customers had obtained information about goods and services from a limited number of sources, often media for mass marketing communications such as television and newspapers. In this environment, marketers are not difficult to delineate a unified brand image, make it consistent with the commitment. However, today’s customers have more access to goods and services through more channels, such as magazine-specific services, online resources, coupons, and a host of promotional tools. Customers who need services can even get more sources of communication, such as service scenarios, customer service, and day-to-day interactions with service employees’ services. These media have added to a specific business or brand