场营销——希尔顿式人员营销对服务营销的影响。.docVIP

摘要 服务业是支撑社会经济发展的主体。如何抓住顾客，这是现在的企业都在思考的问题，知识经济的背景下已经不是过去以生产、产品为主导的营销模式，而是转向服务营销为主导，这是企业和社会发展的趋势。而作为企业来说，几乎所有服务性的工作都需要人员来完成。服务产业是支撑社会经济社会发展的主体，中国作为一个服务产业正进入蓬勃发展的经济体，如何在激烈的竞争中脱颖而出，提高服务群体“人”的质量就显得极为关键。服务营销在不断进步完善，最后还是要回到“人”的营销过程中来。本文通过对希尔顿式人员管理模式并结合案例以及其产生的效果的分析，揭示人员在整个服务营销过程中的重要性。 关键词：服务营销，人员，希尔顿，顾客价值 Abstract Service industry is? a main sector in social and economic development. How to seize the customers, which is a issue now the companies are thinking about, in the context of the knowledge economy is not the past, production, product-driven marketing model, but orient to service marketing, and this is the development trend of business and society . As enterprises, the work of almost all personnel service are required to complete.? Social service industry is the key part of economic and social development, China, as a service industry is entering the booming economy, how to win in the fierce competition and improve service groups for "human" quality becomes critical. Continuously,ithe services marketing process is improving, at final it has to return to the "human" to the marketing process. Based on the Hilton-style and combined with some cases management staff as well as its analysis of the effect, revealing an importance role of the entire service staff in the marketing process. Keywords: Service marketing，Human，Hilton，Customer value 第一章 序言···················································1 第二章 相关研究综述··········································2 第三章 人员对顾客价值的影响···································3 3.1 顾客价值的构成············································3 3.2 人员对顾客价值的影响······································4 第四章 希尔顿人员营销策略·····································4 4.1 希尔顿服务过程中人员的运用································4 4.2 希尔顿微笑服务············································5 4.3 希尔顿人员管理············································6 第五章 希尔顿人员营销对服务营销的影响·························8 5.1 希尔顿人员塑造对整体服务效果的影响························8 5.2 希尔顿人员营销对服务营销的导向作用·················