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服務營銷研究-Services Marketing

時間:2015-12-18 12:11來源:livesitehelp.com 作者:anne 點擊:
這篇反思日記只記錄了我所學到的這一課,事實上我不僅得到了有用和有趣的知識,更是獲得了服務營銷的技巧。對于我將來的學習,這個演講的方法和理論都可以用到。
Introduction介紹
 
這是我在這個學期的服務營銷研究的,我的一個反思性學習日志。反思日記記錄了我在課堂上所學的東西,以及我對這堂課的理論和知識的看法和想法。這是非常重要的,因為我記錄了我的個人想法,在這個反思日記里可以找出我的缺點,提高我的學習服務營銷能力的記錄我個人的想法,這一點是至關重要。
This is a reflective learning log of mine of my study on the Services Marketing of this semester. The reflective diary recorded what I have learned after the class, as well as my ideas and thoughts on the theories and knowledge of this lecture. It is critical as I recorded my personal thoughts in this reflection diary, which can find out my shortcomings for the understanding of the research issue and improve my learning ability of the service marketing.
 
Task 1: Services Marketing Joe & Co. Hairdressing任務1:服務營銷喬科技有限公司
在本周舉行的有關服務接觸的講座。它的定義是消極的遭遇和積極的遭遇是以美容為例。“服務遭遇”理念的提出,是基于對服務業者的重視。服務接觸是顧客服務感知的直接來源。服務質量在很大程度上取決于顧客感知,而顧客感知是基于服務的遭遇能力。因此,遇到的服務可以分為正面和負面的遭遇。我認為服務提供商應該把重點放在對客戶的積極的遭遇與客戶的互動中。
The lecture on the service encounter is hold in this week. Its definitions, the negative encounter and positive encounter are discussed as the hairdressing for example. The proposing of the concept of service encounter is based on the emphasis of the person-to-person encounter in the service industry. The service encounter is the direct source of the perception of customer service. The quality of service depends largely on customer perception, while the customer perception is based on service encounter ability. Therefore, the service encounter can be divided into the negative encounter and positive encounter. I think the service provider should put emphasis on the positive encounter on the customers during the interaction with the customers.
 
Task 2: Services Marketing Kennedy’s Gallery任務2:服務營銷肯尼迪的畫廊
In this class, the case of Kennedy’s Gallery is taken to illustrate these marketing elements. Through the case of Kennedy’s Gallery, it can be concluded that the participation of the employees plays an important role in the entire marketing activities. Enterprises should pay attention to the whole process of providing service to users. Through the interactive communication, the enterprises can understand the feelings of the customers, enabling customers to become participants in the process of marketing services, so as to improve their services in a timely manner to meet customer expectations. 7P’s puts more emphasis on the service than the traditional 4P’s. The participation of the employees and the cooperation of different departments are very important in this theory.
 
Task 3: Services Marketing NSPCC任務3:服務營銷協會
Through the learning of this class, I know the non-profit organization. The non-profit organizations have the characteristics of services. Marketing of nonprofit organizations has many similarities with it of profit organizations. However, because the non-profit organization not only seeks the interests of their organization, more importantly, it also seeks interests of target group, for the benefit of society as a whole. Non-profit organizations usually combine the product, place, price, promotion, people, process and physical evidence marketing tools together to develop marketing mix strategies, in order to achieve the organization's marketing and management goals. In my view, non-profit organizations should carefully analyze their own characteristics; play their advantage of high credibility authority through publicity and public service ads to establish their own image, and achieve the marketing goals.
 
Task 4: Services Marketing 任務4:服務營銷
This lecture discussed on the factory metaphor of the services organization. The metaphor helps us better understand on a relatively nonobjective process. The service marketing operations are like the procedures of the factories, when customers can get the service as the products as they enter the factories. In this model, the participation of the customers, the customer encounter, and service efficiency are very important. In this metaphor, the service organization faces the same issue. The positive or negative customer encounter affects the customers’ perception. To sum up, the service organization emphasizes the interaction of the customers, and the metaphor of factory helps the focus of the customer experience during providing the service.  (責任編輯:cinq)
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