Product Marketing：服务营销取代传统产品营销趋势研究论文

The Service Dominant Perspective

服务营销取代传统产品营销趋势研究

The service dominant perspective is particularly relevant to UK HEIs which primarily are service based businesses, they provide in fact a service beyond receiving a qualification. It is increasingly the experience journey ata university, how good or bad it was, that builds advocacy or turns people negative. Therefore, the service dominant perspective will be looked at as a phase of marketing evolution and as a paradigm for marketing in UK HEIs.

特别是有关英国高等教育机构，主要是基于服务的业务服务的主要观点是，事实上，他们提供的服务超出接收资格。这是越来越多的体验之旅ATA大学，这是好还是坏，建立宣传或变成人负。因此，该服务主要观点，看着为一个阶段的营销进化和市场营销在英国高等教育机构的一个范例。

The four main distinctive characteristics that researchers use to differen-tiate services from products are the service intangibility which refers to the 1.3 The Service Dominant Perspective 20 abstract nature of the service before it is purchased determining a difficulty to communicate the service benefits and a higher perceived risk for the cus-tomer. Another differentiating element is service heterogeneity or variability which determines a difficulty to control and standardise a service outcome(Palmer, 1998).

四个主要特色鲜明，研究人员使用从产品到分化，tiate服务，服务的无形性，它指的是1.3的服务主要观点20抽象性质的服务是购买前确定一个难以沟通的服务优势和更高的感知CUS客户的风险。另一个微分单元是服务的异质性或可变性确定难以控制和标准化的服务结果（帕尔默，1998年）。

The simultaneous production and consumption, which occurs during ser-vice performance, implies that customers are actually co-creators of the ser-vice and together with the company staff they can affect the other customers service experience. Service perishability highlights a http://www.ukassignment.org/scyxgl/ difficulty to synchronise supply and demand and service suppliers short term inelasticity (Zeithamland Bitner, 2002).

生产和消费的同时，发生在服务副的性能，意味着客户实际上是服务副的共同创造者和公司的工作人员一起，它们会影响其他客户的服务体验。服务易腐突出了困难，同步供给和需求和服务供应商短期缺乏弹性（Zeithamland比特纳，2002年）。

These properties however are far from identifying a defined and homoge-neous group of activities named “the service industry”. In real life product sand services fall in between a continuum that ranges from pure services to pure products (Palmer, 1998) depending on whether the tangible or intangible dimension is more dominant.

然而，这些属性是确定一个明确的和均匀的neous的活动命名为“服务业”。在现实生活中产品的沙子服务之间的连续体，其范围从单纯的服务，以纯产品（帕尔默，1998年），这取决于是否更占优势的有形或无形的层面。

Service marketing’s expansion as the dominant paradigm was fostered by the phenomenon of commoditisation that was affecting most products after the advent of the Internet and social networking, which made customers morepowerful. The same commoditisation spiral is now facilitating the affirmation of experiential marketing.

服务营销的扩张为主导范式的商品化现象的影响大部分产品问世后，互联网和社交网络，使客户更强有力的促进。同样的商品化螺旋推动体验式营销的肯定。