China's accession to the WTO, Chinese enterprises as early as the "quality first, users first", "user is God" slogan, has started to "all for customer service, customer-centered" concept of change. Enterprise products are aware of the importance of the quality of the whole process, there is no perfect product quality, there is no market, there is no user. In modern marketing, particularly worthy of our learning, and Haier, Kelon, Gree, such as brand-name enterprises take the lead in the implementation of the concept of modern services to meet the requirements of the development of market economy and win the market and win customers, and fully confirmed the enterprise competition in marketing services in the run-off status.
1, service to the users satisfaction
Marketing academic concept of service is generally summed up on behalf of, the United States Institute of AMA marketing services first to the definition: "for the sale of products or even together with the activities of the sale, benefit or satisfaction."
Any condensation products are worth a lot of satisfaction, from the marketing perspective, "service" that is, services to meet the needs of producers or consumers. Service is not limited to accepting orders, shipping, handling complaints, as well as maintenance, any increase customer satisfaction are among the services of the project. Levitt marketing master to the service definition is: "enable customers to better understand the core products or services the potential value of the various features and information"; in accordance with? IS09000 standard definitions of terms: "service is provided to meet customer needs for contact between the customer and supply-side activities as well as internal activities result "; president of Haier Group, well-known entrepreneurs, Zhang believes that:" customer satisfaction is the eternal pursuit. " In view of this, goods and services is a bridge linking customers, business and customers is the emotional bond between. Services that customers care about is in the process of understanding of customer marketing psychology, the use of effective ways to provide customers with a wide range of services or labor in order to move customers happy so that they feel comfort and convenience to meet their emotional needs, rather than only a simple routine to provide the services.
2, service users are satisfied with the products before and after the use of a "product"
Services are "product." Not limited to service businesses that service, should also include the services of productive enterprises. Products and services in kind of the difference between products becomes narrow with the progress of the times. An entity and between a service the only difference is that a service will not become a form of goods. Economists from the research, marketing scholars to serve as a product to study, economists say that: "there is any utility that will enable consumers to meet the activities of, such as mill workers, doctors and other medical treatment, are productive. "a product from a narrow point of view, only a group of entities and non-physical with the physical and chemical properties and polymerization in one form or another from the collection; from a broader perspective, that is, from the point of view of marketing, product portfolio in addition to entities outside the property by the buyer or by the desire to meet the subject and needs. Marketing services of a non-entity, that is, "goods = products + services entity." If part of the performance of physical commodities, but with the products of the different services provided, then from the customer's point of view it is two different products, which meet the needs of customers in the process there is a difference, and therefore also not the same as sales, consumers to consider not only the product itself, but also includes all available services and benefits attached.