服务营销是当代世界最重要的营销形式之一。服务业在我国一般称之为第三产业。近年来，服务业在我国得到迅速发展，这方面以金融、交通服务业发展尤为突出，各行各业的“文明窗口”的服务承诺也竞相出台。但是作为服务行业，如何从更深层次去理解其“产品”，使服务承诺真正兑 Service marketing is one of the most important forms of marketing in the contemporary world. The service industry is generally referred to as the tertiary industry in China. In recent years, the service industry has developed rapidly in China. In this regard, the development of the financial and transportation services industry has been particularly prominent. The service promises of “civilization windows” for all walks of life have also been introduced in competition. However, as a service industry, how to understand its “products” from a deeper level, so that the service promise is really against