– Develop offer, delivery and image with competitive advantages.
• Managing Service Quality
– Empower employees – Become “Customer obsessed” – Develop high service quality standards – Watch service performance closely
New Brands
品牌战略
• Line Extension
–Existing brand names extended to new forms, sizes, and flavors of an existing product category.
• Brand Extension
–Existing brand names extended to new product categories.
Product Mix all the product
lines offered
服务的特性
Intangibility Inseparability
Variability Perishability
Can’t be seen, tasted, felt, heard or smelled before purchase.
Identification Loyalty
Credibility
Awareness
品牌决策
Brand Name Selection
Selection Protection
Brand Sponsor
Manufacturer’s Brand Private Brand Licensed Brand Co-branding
•
严格把控质量关，让生产更加有保障 。2020年11月 上午11时43分20.11.511:43N ovember 5, 2020
•
重标准，严要求，安全第一。2020年11月5日 星期四 11时43分57秒 11:43: 575 November 2020
•
好的事情马上就会到来，一切都是最 好的安 排。上 午11时43分57秒上午11时43分11:43:5720.11.5
Health Service Profits and Growth
Satisfied and Loyal Customers
Satisfied and Productive Serv
Employees
Greater Service Value
服务性企业的营销战略
• Managing Service Differentiation
Labeling Promotes
Describes
Consistency
产品组合决策
Width number
of differen
t pLreondgutcht
-litnoetasl number of items within Detphteh nulimnebser
of version
s of each
• Multibrands
–New brand names introduced in the same product category.
• New Brvantages
Sales Tasks
Packaging
Product Safety
Identifies
产品整体概念
Augmented Product
Delivery & Credit
Installation
Brand Name
Quality Level
Packaging
Core Benefit
or Service
Features Design
AfterSale Servic
Warranty
产品层次
Product Attributes
Branding
Packaging
Labeling
产品特性决策
Quality
Features
Design
品牌
Consistency
Quality & Value
Attributes Association
Advantages of
Brand Names
Brand Equity
•
每天都是美好的一天，新的一天开启 。20.11.520.11.511:4311:43: 5711:43:57Nov-20
•
务实，奋斗，成就，成功。2020年11月5日星 期四11时43分 57秒T hursday, November 05, 2020
•
相信相信得力量，创造应创造的事情 。20.11.52020年11月5日星期 四11时 43分57秒20.11.5
•
安全在于心细，事故出在麻痹。20.11.520.11.511:43:5711: 43:57N ovember 5, 2020
•
加强自身建设，增强个人的休养。2020年11月5日上 午11时 43分20.11.520.11.5
•
追求至善凭技术开拓市场，凭管理增 创效益 ，凭服 务树立 形象。2020年11月5日 星期四 上午11时43分 57秒11:43:5720.11.5
• Managing Service Productivity
– Train current or new employees – Increase quantity by decreasing quality
•
加强做责任心，责任到人，责任到位 才是长 久的发 展。20.11.520.11.5Th ursday, November 05, 2020
谢谢大家！
Brand Strategy
Line Extensions Brand Extensions
Multibrands
品牌战略决策
Brand Name
Existing
New
Product Category
Existing
New
Line Extension
Brand Extension
Multibrands
•
弄虚作假要不得，踏实肯干第一名。11:43:5711:43: 5711:4311/5/2020 11:43:57 AM
•
安全象只弓，不拉它就松，要想保安 全，常 把弓弦 绷。20.11.511: 43:5711:43Nov-205- Nov-20
•
重于泰山，轻于鸿毛。11:43:5711:43: 5711:43Thur sday, November 05, 2020
什么是产品?
• Anything that can be offered to a marke for attention, acquisition, use or consumption.
• Satisfies a want or a need. • Includes:
–Physical Products – Services – Persons – Places – Organizations – Ideas
Can’t be separated from service providers.
Quality depends on who provide them and when, where and how
Can’t be stored for later sale or
服务质量链
Internal Service Quality