基于微信的服务营销探析

XCLW55004  基于微信的服务营销探析  (字数：5289)

中文摘要

服务营销是企业增强自身竞争力、吸引顾客的有力手段。近年来，服务营销中服务意识薄弱、产品同质化等问题比较突出，严重阻碍了企业的发展。随着互联网技术的发展，微信公共平台逐渐被各行各业应用，并取得了良好的效果。在此背景下，本文对基于微信公共平台的服务营销策略进行研究。首先，对服务营销的概念进行界定；其次，总结归纳了当前我国服务营销中存在的问题，包括服务产品创新不足、服务意识薄弱等；再次，分析了微信公共平台对于促进服务营销发展的意义；最后，在前述研究的基础上，提出了基于微信公共平台的服务营销策略。

关键词： 服务营销；微信公共平台；策略。        

ABSTRACT

Service marketing is a powerful means for enterprises to enhance their competitiveness and attract customers. In recent years, the service consciousness is weak and the product homogenization is more prominent in service marketing, which seriously hinders the development of enterprises. With the development of Internet technology, WeChat public platform has been gradually applied by various industries, and has achieved good results. In this context, this paper studies the service marketing strategy based on WeChat public platform. First of all, the concept of service marketing is defined; secondly, the existing problems in service marketing in China are summarized, including the lack of service product innovation, weak service consciousness and so on; thirdly, the significance of WeChat public platform to promote the development of service marketing is analyzed; finally, on the basis of the above research, the service marketing strategy based on WeChat public platform is put forward.

目录

绪论 …………………………………………………………………………………1

一、当前服务营销存在的问题  ……………………………………………………2

（一）产品趋同化，创新意识低…………………………………………………2

（二）服务意识薄弱，服务水平低………………………………………………2

二、微信平台对服务营销发展的意义………………………………………………3

（一）有助于提高企业创新意识与创新能力 …………………………………3

（二）有助于提高服务水平 ……………………………………………………3

（三）有助于提高消费者的购买欲望 …………………………………………3

（四）有助于提高营销的精准性 ………………………………………………3

三、基于微信平台的服务营销策略…………………………………………………4

（一）设计消费者需要的服务新产品 …………………………………………4

（二）实行全方位的促销策略 …………………………………………………4

（三）增强与顾客的互动 ………………………………………………………4

（四）提高向顾客推送信息的质量 ……………………………………………4

（五）提高客服服务质量 ………………………………………………………5

结论 ………………………………………………………………………………… 6

参考文献……………………………………………………………………………7