机构地区: 中山大学管理学院
出 处: 《当代经济管理》 2008年第10期28-30,共3页
摘 要: 解决方案营销是获取营销模式差异化优势的重要利器,其本质在于实现由"竞争导向"向"顾客导向"、由"交易营销"向"关系营销"的两个关键性转变。在分析传统营销模式和解决方案营销模式本质区别的基础上,借助Parasuraman的服务质量差距模型,提出解决方案营销的策略:全面了解顾客期望;选择正确的服务标准和规范;按标准提供和执行服务;履行承诺,制造惊喜。 This paper believes thai solution marketing is an efficient, instrument of gaining differentiation advantage of marketing model due to solution marketing' s "customer orientation" and "relationship marketing" . Based on the study of the dislinction between traditional marketing and solution marketiug, the paper, by means of Parasuraman' s service quality gap model, puts forth the strategy of solution marketing: to comprehensively understand customers' expectations; to choose the right service standards and norms; to offer services according to standards; to fulfill commitments and to create surprises.