第6讲服务设计与定位.pptVIP

Services Marketing 工商管理学院　张毓峰 Tel(home)Email: yufengzhang626@ 6.SERVICE DESIGN AND POSTIONING Challenges of Service Design and Positioning New Service Development Service Blueprinting(omit) Service Positioning Challenges of Service Design and Positioning Because services cannot be photographed, touched, examined, and tried out, people frequently resort to words in their efforts to describe them. Risks of relying on words alone to describe service: Oversimplification Incompleteness Subjectivity Biased interpretation New Service Development Four basic characteristics of a new service development system Type of new services Stages in new services development Four basic characteristics of a new service development system 1.It must be objective, not subjective. 2.It must be precise, not vague. 3.It must be fact driven, not opinion driven. 4.It must be methodological(方法化的), not philosophical. Type of new services 1.Major innovations（重大变革） 2.Start-up business（创新业务） 3.New service for the currently served market（为现有市场提供新的服务） 4.Service line extensions（服务延伸） 5.Service improvements（服务改善） 6.Style changes（风格转变） Start-up business （创新业务） ---New service for a market that is already served by existing products that meet the same generic needs. Examples: the creation of health maintenance organizations to provide an alternative form of health care delivery; ATMs for bank transactions；door-to-door airport shuttle that compete with traditional taxi and limousine(交通车) service. Stages in new services development 1.Business strategy development or review 2.New service strategy development 3.Idea generation 4.Concept development and evaluation 5.Business analysis 6.Service development and testing 7.Market testing 8.Commercialization 9.Post-introduction evaluation New service strategy matrix for identifying growth opportunities Approaches of Idea generation Formal brainstorming Solicitation(征求) of ideas from employees and customers Learning ab