《服务品牌》服务的特性（Characteristics of service brand）.docVIP

《服务品牌》服务的特性（Characteristics of service brand） Series: Service brand The characteristics of the service relative to tangible products, service has many characteristics: 1, the imperceptibility service itself is elusive. That is before the purchase, the service is invisible, taste, touch, hear or smell the. For example, a person before receiving higher education, and do not foresee the results; in addition to a train passenger train ticket and ensure safe arrival at the destination, nothing at all. In order to reduce the uncertainty of consumer demand, symbol and guarantee quality of service. They can be from the location, personnel, equipment, materials and price communication can see things to predict quality of service. Therefore, the service providers mission is to take some methods to make tangible service. When product marketers try to increase intangible tangible products, service marketing is to increase transparency for intangible services. Try to bank as an example, it wants to put its transfer service is fast and effective ideas to customers, it is necessary that the localization strategy has become a tangible product in all contact with customers, the bank within the equipment placement must have fast and effective service implications: internal and external must be clean and tidy, internal processes should be carefully planning. The queue should be short, brisk to background music. The bank clerk must be busy, and clothing to be neat, computer, copier, counters and other equipment will be quite modern, and its advertising and other communication channels to have efficiency, design should be clear and simple, words and pictures should be carefully chosen to convey the banks position. The bank can also be services with specific names and symbols, in order to increase the effective image, and the different kinds of service pricing must be simple and clear. 2, inseparability of tangible products or consumer goods industry is the first production, and then be