商业企业服务营销战略研究  

The Strategic Research of Commercial Enterprises' Service Marketing

作　　者：房华[1] 李洪禄[2] 

机构地区：[1]长春金融高等专科学校校办,吉林长春130022 [2]中国人民银行长岭县支行,吉林长岭131500

出　　处：《长春金融高等专科学校学报》2009年第3期35-37,共3页Journal of Changchun Finance College

摘　　要：随着经济社会的深入发展,产品供求关系发生了质的变化,即从卖方市场过渡到买方市场,从厂商主权转变为消费者主权。商业企业要在激烈的竞争中获胜,须打造切实可行的服务营销战略。通过从开展绿色服务、控制服务质量、注重互动营销、营造服务特色四个方面入手,可以为商业企业的长远发展提出有效的服务营销路径选择。With the deepening development of economic society, product supply-demand relation has undergone a qualitative change. That is the transition from a seller to a buyer＇s market, the change from the manufacturer sovereignty to consumer sovereignty. Commercial enterprises must build the practical and feasible service marketing strategy, if they want to win in the fierce competition. Through four aspects of the green services and control of the service quality, focusing on interactive marketing and creating service characteristic, which can propose the effective path selection of services marketing for Commercial enterprises＇ long-term development.

关 键 词：商业企业 服务营销 战略研究 

分 类 号：F715[经济管理—产业经济]