| 电信企业服务营销的误区与对策 |
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| 引用本文： | 刘立.电信企业服务营销的误区与对策[J].南京邮电大学学报(社会科学版),2004,6(3):9-14. |
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| 作者姓名： | 刘立 |
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| 作者单位： | 南京邮电学院,管理工程系,江苏,南京,210003 |
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| 摘 要： | 结合我国电信企业的实际,分析了电信服务营销的误区,即忽略电信服务的不可感知性和不可分离性,忽视顾客对电信服务无所有权的顾虑,注重电信产品创新而忽视引导顾客进行消费。针对这些误区探讨了转变观念,强化服务意识,对电信服务市场进行科学细分与定位,改善服务质量,通过内部营销促进服务营销的对策构想。
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| 关 键 词： | 电信企业 服务营销 误区 对策 |
| 文章编号： | 1008-603X(2004)03-0009-06 |
| 修稿时间： | 2004年5月27日 |
Mistaken Ideas of Service Marketing in Telecom Enterprises and Their Countermeasures |
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| LIU Li.Mistaken Ideas of Service Marketing in Telecom Enterprises and Their Countermeasures[J].Journal of Nanjing University of Posts and Telecommunications(Social Science),2004,6(3):9-14. |
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| Authors: | LIU Li |
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| Institution: | LIU LiDepartment of Management Engineering,Nanjing University of Posts and Telecommunications,Nanjing 210003,China |
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| Abstract: | Proceeding from the practice of telecom enterprises in China,this paper analyzes the mistaken ideas of service marketing in telecom enterprises.They are:to neglect that telecom service cannot be perceived and separated between customers and producers;to neglect the misgivings of customers for the proprietary rights of telecom services and how to induce customers to use new telecom products.It also discusses the countermeasures of improving service marketing in telecom enterprises, including how to change the concepts and strengthen service consciousness,how to make market segmenting and positioning exactly and improve the service quality,and how to promote service marketing by means of internal marketing. |
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| Keywords: | telecom enterprises service marketing mistaken ideas countermeasures |
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