当代经济管理
噹代經濟管理
당대경제관리
Contemporary Economic Management
2008年
10期
28~30
,共null页
解决方案营销 顾客导向 关系营销
解決方案營銷 顧客導嚮 關繫營銷
해결방안영소 고객도향 관계영소
solution marketing; customer orientation; relationship marketing
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。
解決方案營銷是穫取營銷模式差異化優勢的重要利器，其本質在于實現由“競爭導嚮”嚮“顧客導嚮”、由“交易營銷”嚮“關繫營銷”的兩箇關鍵性轉變。在分析傳統營銷模式和解決方案營銷模式本質區彆的基礎上，藉助Parasuraman的服務質量差距模型，提齣解決方案營銷的策略：全麵瞭解顧客期望；選擇正確的服務標準和規範；按標準提供和執行服務；履行承諾，製造驚喜。
해결방안영소시획취영소모식차이화우세적중요이기，기본질재우실현유“경쟁도향”향“고객도향”、유“교역영소”향“관계영소”적량개관건성전변。재분석전통영소모식화해결방안영소모식본질구별적기출상，차조Parasuraman적복무질량차거모형，제출해결방안영소적책략：전면료해고객기망；선택정학적복무표준화규범；안표준제공화집행복무；리행승낙，제조량희。
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.
