摘要
服务无形性给消费者认知和选择服务以及企业推广服务带来了巨大障碍。因此,服务企业要有效地营销服务,就必须实施有形化策略,即为无形服务提供有形证据。文中分析了服务有形化的必要性,提出了具体的有形化策略,这对服务企业开展营销活动具有现实指导意义。
Because of the intangibility of service, it is hard for customers to recognize and choice service. And the intangibility of service also brings the difficulty for service companies to promote service. If the service companies want to launch service effectively, it must carry out the marketing strategy on tangibility of service, which means to provide physical evidence. In this article, we analyze the necessity for the tangibility of service and put forward the marketing strategy on tangibility of service. It has realistic significance of service companies to carry out marketing practice.
出处
《价值工程》
2009年第3期136-138,共3页
Value Engineering
关键词
服务无形性
服务有形化
营销策略
service intangibility
tangibility of service
marketing strategy
