The Concept Of Marketing For Service Businesses

Concept marketing was a kind of popular marketing method in 90s in last century. It is a kind of marketing of differentiation in essence. Concept marketing achieves its marketing goals by finding some difference in its products which conforms to the consuming mentality and consuming trend. Most of researching on concept marketing focuses on manufacture industry, and there is not much systemic researching on service industry. This thesis is about the researching on concept marketing in service industry and trying to solve some problems which come from the common features of abstract in concept marketing and service industry.This paper consists of six parts. It starts by the feature of service industry and figures out the meaning of concept marketing in it, then it points out the resources of concept marketing in service industry and analyze the method of promoting the marketing. After that, we make the research on it in the view of strategy and look forward to its bright future.Chapter One The Feature of Concept Marketing in Service Industry. At first, the paper figures out the feature of service and service industry, then it points out the importance of concept marketing in service industry.Chapter Two The Creation and Form of the Concept in Service Industry. The creation of the concept is the most important factor for concept marketing. The paper analyzes the way of marketing orientation in concept marketing and brings forth the ten kinds of ways to create the concepts. Then it describes the process of concept innovation and development.Chapter Three The Popularization of Concepts. The abstract concepts need to become visible and be popularized by advisement, sales promotion, public relationship, channels. In the end, the concepts must be converted into the brand and be in half of some kind of culture.Chapter Four The strategy of concept marketing. Concept marketing is not short-term behavior but a part of enterprise strategy. The service company needs to...