服务产品设计与营销策略

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电梯直达

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发表于 2010-1-19 14:26:00 |只看该作者 |倒序浏览

<SPAN style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: 'Times New Roman'; mso-ascii-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">课程背景<SPAN style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: 'Times New Roman'; mso-ascii-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">
1、   IBM、华为等高科技企业的服务业务已成为利润的主要来源<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" /><o:p></o:p>
2、   技术服务是无形产品，国内客户对服务的价值得不到认可<o:p></o:p>
<SPAN style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-hansi-font-family: 'Times New Roman'; mso-ascii-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">3、服务成功销售的关键是：产品化、客户化、专业化
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1.       行业市场如何实现服务的产品化、服务如何盈利、如何高质量的运营服务产品？<o:p></o:p>
2.       HP、IBM在行业市场服务产品方面的成功经验分享；<o:p></o:p>
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授课方式：采用案例分析、情景演练、与嘉宾对话、小组讨论互动式教学
 
培训对象
<SPAN style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-bidi-font-weight: bold; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">总经理，营销总监，营销副总监，服务总监，办事处主任等
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<SPAN style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-bidi-font-weight: bold; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA"><SPAN style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: 'Times New Roman'; mso-ascii-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">课程大纲<SPAN style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-bidi-font-weight: bold; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA"><SPAN style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: 'Times New Roman'; mso-ascii-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">
一、服务产品战略<o:p></o:p>
1.            服务产品发展的四个阶段<o:p></o:p>
2.            服务产品管理模式<o:p></o:p>
3.            服务产品的总体规划<o:p></o:p>
4.            服务产品战略决策十步法<o:p></o:p>
5.            服务市场分析和产品定位<o:p></o:p>
6.            服务产品的分类<o:p></o:p>
7.            服务产品的盈利模式<o:p></o:p>
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1.          营销并重，减少销售难度实现服务的销售规模<o:p></o:p>
2.          卖点分析与提炼，合理介绍服务产品的特点和益处    <o:p></o:p>
3.          如何提炼服务产品的卖点，FFAB技巧和方法演练（专业产品的实战案例分析和工具运用演练）<o:p></o:p>
4.          不同区域特点的服务产品营销策略<o:p></o:p>
5.          实时应用拓展手段：交流研讨会、广告展览、高层论坛<o:p></o:p>
<o:p> </o:p>
三、服务产品的设计与开发<o:p></o:p>
1.            服务产品的需求及现状分析<o:p></o:p>
2.            服务产品的开发流程<o:p></o:p>
3.            产品创新的七个策略<o:p></o:p>
4.            服务产品设计与包装<o:p></o:p>
5.            服务产品定价方法<o:p></o:p>
6.            服务产品的SLA设计<o:p></o:p>
7.            服务产品的体验设计<o:p></o:p>
8.            服务产品成本结构设计<o:p></o:p>
9.            客户期望与行业标杆分析<o:p></o:p>
10.         竞争对手优劣势分析工具和步骤 <o:p></o:p>
11.         服务产品竞争策略制定方法演练（专业服务产品的实战案例分析和工具运 用演练）<o:p></o:p>
<o:p> </o:p>
四、服务产品的高效运营<o:p></o:p>
1.        三种服务产品的要素分析<o:p></o:p>
2.        运作策略分析<o:p></o:p>
3.        标准化服务实施模式的决策<o:p></o:p>
4.        构建服务运营模式的方法<o:p></o:p>
5.        运营模式设计<o:p></o:p>
6.        服务网络设计<o:p></o:p>
7.        服务能力级别划分<o:p></o:p>
8.        实施队伍的组织分析与设计<o:p></o:p>
9.        服务运营的组织设计<o:p></o:p>
10.     服务基线设计与应用<o:p></o:p>
 
<SPAN style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: 'Times New Roman'; mso-ascii-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">讲师介绍<SPAN style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: 'Times New Roman'; mso-ascii-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">
<P class=MsoNormal style="MARGIN: 0cm 5.25pt 0pt 12.65pt; LAYOUT-GRID-MODE: char; TEXT-INDENT: -12.65pt; mso-para-margin-top: 0cm; mso-char-indent-count: -1.2; mso-para-margin-right: .5gd; mso-para-margin-bottom: .0001pt; mso-para-margin-left: 12.65pt">赵新玉先生  <o:p></o:p>
<P class=MsoNormal style="MARGIN: 0cm 5.25pt 0pt 21.35pt; LAYOUT-GRID-MODE: char; TEXT-INDENT: -10.85pt; mso-para-margin-top: 0cm; mso-char-indent-count: -1.2; mso-para-margin-right: .5gd; mso-para-margin-bottom: .0001pt; mso-para-margin-left: 1.0gd; mso-list: l0 level1 lfo1; tab-stops: list 21.0pt">l   技术营销专家<o:p></o:p>
<P class=MsoNormal style="MARGIN: 0cm 5.25pt 0pt 21.35pt; LAYOUT-GRID-MODE: char; TEXT-INDENT: -10.85pt; mso-para-margin-top: 0cm; mso-char-indent-count: -1.2; mso-para-margin-right: .5gd; mso-para-margin-bottom: .0001pt; mso-para-margin-left: 1.0gd; mso-list: l0 level1 lfo1; tab-stops: list 21.0pt">l   华为公司原营销副总裁<o:p></o:p>
<P class=MsoNormal style="MARGIN: 0cm 5.25pt 0pt 21.35pt; LAYOUT-GRID-MODE: char; TEXT-INDENT: -10.85pt; mso-para-margin-top: 0cm; mso-char-indent-count: -1.2; mso-para-margin-right: .5gd; mso-para-margin-bottom: .0001pt; mso-para-margin-left: 1.0gd; mso-list: l0 level1 lfo1; tab-stops: list 21.0pt">l   清华大学特聘教授<o:p></o:p>
<P class=MsoNormal style="MARGIN: 0cm 5.25pt 0pt 21.35pt; LAYOUT-GRID-MODE: char; TEXT-INDENT: -10.85pt; mso-para-margin-top: 0cm; mso-char-indent-count: -1.2; mso-para-margin-right: .5gd; mso-para-margin-bottom: .0001pt; mso-para-margin-left: 1.0gd; mso-list: l0 level1 lfo1; tab-stops: list 21.0pt">l   德为管理咨询有限公司首席顾问<o:p></o:p>
<P class=MsoNormal style="MARGIN: 0cm 5.25pt 0pt 24.5pt; LAYOUT-GRID-MODE: char; TEXT-INDENT: -24.5pt; mso-para-margin-top: 0cm; mso-char-indent-count: -2.71; mso-para-margin-right: .5gd; mso-para-margin-bottom: .0001pt; mso-para-margin-left: 24.5pt">职业经验：   历任华为副总裁、服务产品线总裁，华为营销全球区域负责人。11年华为公司高级管理经验，华为服务营销创始人。四年中领导华为服务营销业务从零发展到20多个亿，组建了华为服务营销的销售管理、商务管理、市场管理和服务产品行销和开发管理的组织和队伍建设。曾为中兴、同洲电子、国人通信、中达等企业提供过培训或咨询服务。<o:p></o:p>
<P class=MsoNormal style="MARGIN: 0cm 5.25pt 0pt 24.4pt; LAYOUT-GRID-MODE: char; TEXT-INDENT: -24.4pt; mso-para-margin-top: 0cm; mso-char-indent-count: -2.71; mso-para-margin-right: .5gd; mso-para-margin-bottom: .0001pt; mso-para-margin-left: 24.4pt">     是华为SPMT委员会、营销商务授权管理团队、产品定价专家团等重大决策团队的的核心成员。<o:p></o:p>
<P class=MsoNormal style="MARGIN: 0cm 5.25pt 0pt 10.85pt; LAYOUT-GRID-MODE: char; TEXT-INDENT: -10.85pt; mso-para-margin-top: 0cm; mso-char-indent-count: -1.2; mso-para-margin-right: .5gd; mso-para-margin-bottom: .0001pt; mso-para-margin-left: 10.85pt">营销项目：主持并参与的重大营销项目：<o:p></o:p>
<P class=MsoNormal style="MARGIN: 0cm 5.25pt 0pt 10.8pt; LAYOUT-GRID-MODE: char; TEXT-INDENT: -10.8pt; mso-para-margin-top: 0cm; mso-char-indent-count: -1.2; mso-para-margin-right: .5gd; mso-para-margin-bottom: .0001pt; mso-para-margin-left: 10.8pt">      1、1.2亿元中国电信维保项目（中国第一单服务项目）<o:p></o:p>
<P class=MsoNormal style="MARGIN: 0cm 5.25pt 0pt 10.8pt; LAYOUT-GRID-MODE: char; TEXT-INDENT: -10.8pt; mso-para-margin-top: 0cm; mso-char-indent-count: -1.2; mso-para-margin-right: .5gd; mso-para-margin-bottom: .0001pt; mso-para-margin-left: 10.8pt">      2、8200万元泰国AIS项目<o:p></o:p>
<P class=MsoNormal style="MARGIN: 0cm 5.25pt 0pt 10.8pt; LAYOUT-GRID-MODE: char; TEXT-INDENT: -10.8pt; mso-para-margin-top: 0cm; mso-char-indent-count: -1.2; mso-para-margin-right: .5gd; mso-para-margin-bottom: .0001pt; mso-para-margin-left: 10.8pt">      3、4000万元香港和记专项服务项目<o:p></o:p>
<P class=MsoNormal style="MARGIN: 0cm 5.25pt 0pt 10.85pt; LAYOUT-GRID-MODE: char; TEXT-INDENT: -10.85pt; mso-para-margin-top: 0cm; mso-char-indent-count: -1.2; mso-para-margin-right: .5gd; mso-para-margin-bottom: .0001pt; mso-para-margin-left: 10.85pt">管理项目：主持并参与的重大管理项目：<o:p></o:p>
<P class=MsoNormal style="MARGIN: 0cm 5.25pt 0pt 10.8pt; LAYOUT-GRID-MODE: char; TEXT-INDENT: -10.8pt; mso-para-margin-top: 0cm; mso-char-indent-count: -1.2; mso-para-margin-right: .5gd; mso-para-margin-bottom: .0001pt; mso-para-margin-left: 10.8pt">      1、IBM客户关系管理项目<o:p></o:p>
<P class=MsoNormal style="MARGIN: 0cm 5.25pt 0pt 10.8pt; LAYOUT-GRID-MODE: char; TEXT-INDENT: -10.8pt; mso-para-margin-top: 0cm; mso-char-indent-count: -1.2; mso-para-margin-right: .5gd; mso-para-margin-bottom: .0001pt; mso-para-margin-left: 10.8pt">      2、 IBM市场管理（MM）项目<o:p></o:p>
<P class=MsoNormal style="MARGIN: 0cm 5.25pt 0pt 10.8pt; LAYOUT-GRID-MODE: char; TEXT-INDENT: -10.8pt; mso-para-margin-top: 0cm; mso-char-indent-count: -1.2; mso-para-margin-right: .5gd; mso-para-margin-bottom: .0001pt; mso-para-margin-left: 10.8pt">      3、 IBM工程交付端到端管理项目<o:p></o:p>
<P class=MsoNormal style="MARGIN: 0cm 5.25pt 0pt 10.8pt; LAYOUT-GRID-MODE: char; TEXT-INDENT: -10.8pt; mso-para-margin-top: 0cm; mso-char-indent-count: -1.2; mso-para-margin-right: .5gd; mso-para-margin-bottom: .0001pt; mso-para-margin-left: 10.8pt">      4、HP华为服务体系变革项目<o:p></o:p>
<P class=MsoNormal style="MARGIN: 0cm 5.25pt 0pt 10.8pt; LAYOUT-GRID-MODE: char; TEXT-INDENT: -10.8pt; mso-para-margin-top: 0cm; mso-char-indent-count: -1.2; mso-para-margin-right: .5gd; mso-para-margin-bottom: .0001pt; mso-para-margin-left: 10.8pt">      5、HP华为服务业务设计及运营项目<o:p></o:p>
<P class=MsoNormal style="MARGIN: 0cm 5.25pt 0pt 10.8pt; LAYOUT-GRID-MODE: char; TEXT-INDENT: -10.8pt; mso-para-margin-top: 0cm; mso-char-indent-count: -1.2; mso-para-margin-right: .5gd; mso-para-margin-bottom: .0001pt; mso-para-margin-left: 10.8pt">      6、HP华为服务营销体系设计项目<o:p></o:p>
<P class=MsoNormal style="MARGIN: 0cm 5.25pt 0pt 10.8pt; LAYOUT-GRID-MODE: char; TEXT-INDENT: -10.8pt; mso-para-margin-top: 0cm; mso-char-indent-count: -1.2; mso-para-margin-right: .5gd; mso-para-margin-bottom: .0001pt; mso-para-margin-left: 10.8pt">      ------<o:p></o:p>
<P class=MsoNormal style="MARGIN: 0cm 5.25pt 0pt 10.85pt; LAYOUT-GRID-MODE: char; TEXT-INDENT: -10.85pt; mso-para-margin-top: 0cm; mso-char-indent-count: -1.2; mso-para-margin-right: .5gd; mso-para-margin-bottom: .0001pt; mso-para-margin-left: 10.85pt">擅长课程：《行业市场拓展》《集成项目管理与质量管控》《技术服务营销》《服务业务设计与运营》《专业销售战术与技能》《技术服务质量管理》《成为优秀的售前工程师》等（以上课程均成功举办过公开课、内训）<o:p></o:p>
 
 
 
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