基于微信公共平台的服务营销策略分析

发布时间：2018-09-06 10:02

【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。
[Abstract]:Service marketing is a powerful means for enterprises to enhance their competitiveness and attract customers. In recent years, the service consciousness in service marketing is weak and the product homogenization is more prominent, which seriously hinders the development of enterprises. With the development of Internet technology, WeChat public platform has been gradually used in various industries, and achieved good results. Under this background, this paper studies the service marketing strategy based on WeChat public platform. First, define the concept of service marketing; secondly, summarize the existing problems in service marketing in our country, including insufficient innovation of service products, weak service consciousness, etc. This paper analyzes the significance of WeChat public platform in promoting the development of service marketing. Finally, on the basis of the above research, it puts forward the service marketing strategy based on WeChat public platform.
【作者单位】：河北金融学院;
【分类号】：F274

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