In service marketing activities, the supply and demand of service products are scattered. Not only does the supplier cover all departments and industries of the tertiary industry, but also the services provided by enterprises are widely dispersed, and the demand side involves various enterprises, social organizations and different types of consumers. Because service enterprises generally occupy a small area, have little capital and operate flexibly, they are often scattered in every corner of society. Even large mechanical service companies can only provide services where mechanical damage or failure occurs. The dispersion of service supply and demand requires that service outlets should be widely dispersed and as close as possible to consumers.
(2) single marketing method
The marketing methods of tangible products include distribution, agency and direct sales. Tangible products can be changed hands many times in the market, and products can reach consumers through wholesale, retail and other links. Because of the unity of production and consumption, service marketing can only adopt direct sales, and the intervention of middlemen is impossible, and it is impossible to store it for sale. The singleness and directness of service marketing mode, to a certain extent, limits the expansion of service market, and also limits the service industry to sell its own service products in many markets, which brings difficulties to the promotion of service products.
(3) The marketing objectives are complex and changeable.
Buyers in the service market are diverse, extensive and complex. Consumers who purchase services have different purchase motives and purposes. Buyers of a service product may involve different types of families and individuals with different identities from all walks of life. Even if you buy the same service products, some of them are used for daily consumption, and the other part is used for production and consumption, such as information consultation, post and telecommunications, etc.
(4) The demand elasticity of service consumers is high.
According to Maslow's hierarchy of needs theory, people's basic material needs are primary needs, which are easy to produce * * *, while people's spiritual and cultural consumption needs belong to secondary needs, and the demanders will form greater demand elasticity due to their different social environments and conditions. At the same time, the demand for services and tangible products are included in a certain organization and total expenditure, which is one of the reasons for the great demand elasticity. At the same time, the demand for services is greatly influenced by external conditions, such as seasonal changes, climate change and the rapid development of science and technology, which have a great impact on the demand for information services, environmental protection services, tourism services and shipping services. Demand elasticity is the biggest problem faced by service operators.
(5) Service personnel have high requirements for technology, skills and skills.
The technology, skills and skills of service providers are directly related to the quality of service. Consumers' requirements for the quality of various service products are also the requirements for the skills and skills of service personnel. There can't be a single unified standard for the service quality of service providers, only relative standards and buyers' feelings.
Service marketing principle
"Service marketing" is a kind of marketing means to provide services by paying attention to customers and finally realize benign exchange. To implement service marketing, we must first make clear the service target, that is, "who is the customer". Customers in the beverage industry are divided into two levels: distributors and consumers. For enterprises, all dealers and consumers should be regarded as gods to provide quality services. Improve customer satisfaction and build customer loyalty through service.
For manufacturers, in view of the marketing model of the beverage industry, distributors occupy a decisive position. Manufacturers' profits come from distributors in various provinces and cities across the country. Distributors have the right to control market demand. Therefore, our main focus is to deal with customer relationships with distributors around the world and establish cooperative, friendly and mutually beneficial partnerships. You know, they are the greatest wealth of the enterprise, without them, the enterprise will have nothing.
Enterprises must unswervingly establish the idea of serving customers, clearly understand the market development situation, and make it clear that dealers are the gods of manufacturers and consumers are the highest gods. Everything an enterprise does should take the consumer's demand as the ultimate starting point and destination, penetrate the work to the consumer level through dealers, and start from the source to cultivate the satisfaction and loyalty of consumers. Insist on providing them with first-class products and first-class services. First, it can reflect the responsibility of enterprises to products, distributors and consumer markets; Secondly, we can strengthen communication, increase the attractiveness of the company, improve competitiveness, make progress together with customers, benefit from customers, and achieve "win-win" for manufacturers, distributors and consumers.
As an important part of service marketing, the quality of "customer concern" will determine the success of the follow-up links and affect the effect of the overall service marketing plan. The following are the nine principles of "customer concern":
1. Getting a new customer is more expensive than keeping an existing customer.
When expanding the market and expanding the market share, enterprises often put more energy into developing new customers, but the cost of developing new customers will be higher than that of retaining existing customers. In addition, according to foreign survey data, the expectations of new customers are generally higher than those of old customers. This has greatly affected the success rate of developing new customers. It is undeniable that new customers represent new markets, which can not be ignored, but we must find a balance point, and this fulcrum needs every enterprise to constantly explore.
Unless you can make up for the loss quickly, the lost customers will be lost forever.
Every enterprise has such a division of its customer base, so each customer enjoys different customer policies. However, enterprises must clearly realize that every customer is our food and clothing parents, and no matter how much they contribute to the company, we should avoid the policy of customer discrimination, so don't give up customers and withdraw from the market easily.
Dissatisfied customers have more "friends" than satisfied customers.
Competitors will take advantage of customers' dissatisfaction, gradually erode their loyalty, and at the same time expand the bad influence in your customer base. This is why dissatisfied customers have more "friends" than satisfied customers.
4. Communication channels are smooth, and complaints are welcome.
Only when there are complaints can we improve our work. Handling complaints in time can improve customer satisfaction and avoid the decline of customer loyalty. Smooth communication channels facilitate enterprises to collect feedback information from all parties, which is conducive to the development of marketing work.
Customers are not always right, but how to tell customers that they are wrong will produce different results.
The customer is not always right. "The customer is always right" is reserved for customers, not enterprises. Enterprises must promptly discover and clearly understand the reasons why customers have different positions from themselves, and inform and guide them. Of course, this requires certain marketing art and skills, and different methods will produce different effects.
6. Customers have full choice.
No matter what industry or product, even monopoly, customers' right to choose cannot be ignored. Market is the embodiment of demand, and customers are the source of demand.
7. You must listen to customers and understand their needs.
Customer service should not be blind, but targeted. Enterprises must listen to customers' opinions, understand their needs, and serve customers on this basis, so as to get twice the result with half the effort and improve customer loyalty.
8. If you don't want to believe it, how can you expect your customers to believe it?
Enterprises must put themselves in the customer's shoes when recommending new products to customers or asking customers to cooperate in a cooperation. If you feel unreasonable, don't try it easily. Your impulse will always conflict with the customer.
9. If you don't take care of your customers, others will.
The market competition is fierce, and competitors always pay attention to each other's customers. Enterprises must communicate regularly to understand customers and solve problems raised by customers. Ignoring your customers is tantamount to giving them to your competitors.
The above nine points are simple principles. Enterprises will get twice the result with half the effort if they can follow the above principles. Of course, there is no eternal truth. With the change of the market and the continuous accumulation of work experience, I believe that more incisive and practical "customer care" rules will emerge as the times require, and the "customer care" work will also be pushed to a new height. Yes, hehe, but in more detail.