服务营销是企业营销管理深化的内在要求,也是企业在新的市场形势下竞争优势的新要素。服务营销的运用不仅丰富了市场营销的内涵,而且也提高了面对市场经济的综合素质。针对企业竞争的新特点,注重产品服务市场细分,服务差异化、有形化、标准化、效率化以及服务品牌、公关等问题的研究,是当前企业竞争制胜 Service marketing is the inherent requirement of deepening marketing management and also a new element of competitive advantage for enterprises in the new market situation. The use of service marketing not only enriches the connotation of marketing, but also improves the overall quality of the market economy. In response to the new features of the competition in the enterprise, focusing on product service market segmentation, service differentiation, tangible, standardization, efficiency and service brand, public relations and other issues, is the current business competition win