Enterprise service competition is a new form of competition of market economy, different from the technical competition, the management competition, quality competition, price competition, advertising competition, it is the enterprise to meet the needs of customers, and increase of customer satisfaction with the product market competition. The team has proved through practice that service competition is the magic weapon for enterprises to win, and is the strategic choice of enterprises in the new century.
Display features
Because the service marketing of tangible products is also a kind of intangible product enterprise, the unique intangible products, which is different from tangible products marketing, these are exactly what some companies tend to ignore in the service competition.
First, service competition must rely on tangible products. From the overall concept of products, customer service is the additional content of tangible products, generally not from tangible products exist, customer service competition from tangible products, will become aimless, can improve the overall competition ability of products.
Second, the service competition must be centered on consumers. Because it is in itself a form of service, production and consumption, the producers decided to provide services to consumers to meet consumer needs as a prerequisite, otherwise will not be able to improve the competitiveness of tangible products, but also can not reach a proper cost, accurate and efficient service standards.
Third, the invisibility of service competition. Customer service is a kind of intangible products, customer satisfaction to affirm, so the service competition itself is invisible, flexible operation, competitors in the vast space, but also increased the effective operating results can not be refined, competitors can only through market investigation, to determine the content of the service composition competition to level. To achieve the best benefit.
Fourth, the uniqueness of the form of service income. As the service marketing of tangible products, the results do not necessarily bring direct benefits, because it is often provided free of charge, will lead to tangible products increase the cost, reduce the profits of enterprises, but also can provide this service because of no taste, consumers are willing to buy their products at higher prices than similar products that makes the enterprise obtain indirect benefits. This is often ignored by most businesses, thereby reducing the effectiveness of service competition.
Necessity of service competition
1., the arrival of buyer's market is the domestic inevitability of enterprise service competition.
The operating mechanism of the market economy presents two different trends, namely, the seller's market and the buyer's market, and different markets have different characteristics of competition. In the seller's market, the supply of the market is seriously insufficient, and the products of the enterprise have no worries about the market. (the emperor's daughter is not worried about marrying), the majority of the consumers are in a passive position in the market and are forced to accept the unsatisfactory products or services. Because of the lack of market and profit, there is no inherent impetus and external pressure for technological innovation, product upgrading, service improvement and service competitiveness promotion. As enterprises adhere to the idea of "production first", the quantity and scale of production become the focus of enterprise competition. With the arrival of the buyer's market, the situation has changed, the product supply exceeds demand, fundamentally reversed the market position of buyers and sellers. Wheat research brand planning that if customers grasp the initiative of market transactions, the consumer choice is directly related to whether the value of the enterprise's products to achieve the "breathtaking leap" (market exchange), therefore, the same industry competition is the competition for customers after all. Serving customers and maintaining loyalty to customers have become the focus of enterprise competition. In short, the competition practice in the buyer's market requires enterprises to study consumer psychology and behavior from a higher level to meet the escalating demand of customers, so as to increase market share. After 20 years of rapid economic growth and accumulation of quantitative change, China's market supply and demand pattern has undergone a qualitative change, and began to have the characteristics of the buyer's market. According to the survey of the supply and demand pattern of 601 major consumer goods by the Ministry of internal trade of China, as early as 1997, the proportion of commodities with supply and demand balance and supply exceeds 98.4%. In 2001, the proportion of goods pile up in excess of requirement has reached 95.1%. Now, the means of production from the market to the consumer market, from the commodity market to the market, from the regional market to the national market, from developed regions to underdeveloped market market, from the east coast to the west inland market market, all kinds of market has been showing a buyer's market characteristics.
Display features
Because the service marketing of tangible products is also a kind of intangible product enterprise, the unique intangible products, which is different from tangible products marketing, these are exactly what some companies tend to ignore in the service competition.
First, service competition must rely on tangible products. From the overall concept of products, customer service is the additional content of tangible products, generally not from tangible products exist, customer service competition from tangible products, will become aimless, can improve the overall competition ability of products.
Second, the service competition must be centered on consumers. Because it is in itself a form of service, production and consumption, the producers decided to provide services to consumers to meet consumer needs as a prerequisite, otherwise will not be able to improve the competitiveness of tangible products, but also can not reach a proper cost, accurate and efficient service standards.
Third, the invisibility of service competition. Customer service is a kind of intangible products, customer satisfaction to affirm, so the service competition itself is invisible, flexible operation, competitors in the vast space, but also increased the effective operating results can not be refined, competitors can only through market investigation, to determine the content of the service composition competition to level. To achieve the best benefit.
Fourth, the uniqueness of the form of service income. As the service marketing of tangible products, the results do not necessarily bring direct benefits, because it is often provided free of charge, will lead to tangible products increase the cost, reduce the profits of enterprises, but also can provide this service because of no taste, consumers are willing to buy their products at higher prices than similar products that makes the enterprise obtain indirect benefits. This is often ignored by most businesses, thereby reducing the effectiveness of service competition.
Necessity of service competition
1., the arrival of buyer's market is the domestic inevitability of enterprise service competition.
The operating mechanism of the market economy presents two different trends, namely, the seller's market and the buyer's market, and different markets have different characteristics of competition. In the seller's market, the supply of the market is seriously insufficient, and the products of the enterprise have no worries about the market. (the emperor's daughter is not worried about marrying), the majority of the consumers are in a passive position in the market and are forced to accept the unsatisfactory products or services. Because of the lack of market and profit, there is no inherent impetus and external pressure for technological innovation, product upgrading, service improvement and service competitiveness promotion. As enterprises adhere to the idea of "production first", the quantity and scale of production become the focus of enterprise competition. With the arrival of the buyer's market, the situation has changed, the product supply exceeds demand, fundamentally reversed the market position of buyers and sellers. Wheat research brand planning that if customers grasp the initiative of market transactions, the consumer choice is directly related to whether the value of the enterprise's products to achieve the "breathtaking leap" (market exchange), therefore, the same industry competition is the competition for customers after all. Serving customers and maintaining loyalty to customers have become the focus of enterprise competition. In short, the competition practice in the buyer's market requires enterprises to study consumer psychology and behavior from a higher level to meet the escalating demand of customers, so as to increase market share. After 20 years of rapid economic growth and accumulation of quantitative change, China's market supply and demand pattern has undergone a qualitative change, and began to have the characteristics of the buyer's market. According to the survey of the supply and demand pattern of 601 major consumer goods by the Ministry of internal trade of China, as early as 1997, the proportion of commodities with supply and demand balance and supply exceeds 98.4%. In 2001, the proportion of goods pile up in excess of requirement has reached 95.1%. Now, the means of production from the market to the consumer market, from the commodity market to the market, from the regional market to the national market, from developed regions to underdeveloped market market, from the east coast to the west inland market market, all kinds of market has been showing a buyer's market characteristics.
