Enhancing The Service Marketing And The Quality Service To Gain The Competitive Advantages

The economy in 21 century is that of service which is closely linked with the function of a product. Service marketing has drawn great attention in both academic and enterprises circles. In a market with advanced products, marketing competition becomes increasingly intense, thus service plays a much more important role in economic life, particularly, in marketing world. As Philip. Kotler, a Father of Modern Marketing says, service marketing will be one of the main fields of the coming marketing research.Competitive means and manners are what all enterprises incessantly seek for. However, with the technological and social advancement, any enterprise can hardly surpass its rivals solely depending on technological innovation. Instead, quality service has been turned to eagerly by them to maintain everlasting competitive advantages.The paper is composed of four chapters. Chapter one gives a brief analysis of service marketing theory. Chapter two includes the discussion on competitive trend of enterprises in an age of service economy, as well as their challenges and opportunities and corresponding strategic countermeasure. In chapter three, such issues are respectively discussed as customer satisfaction strategy and its conditions as well as its service strategy. In chapter four, the paper researches deeply on service quality, the connotation and criterion of quality service and the combination problem.