服务营销——对经典营销理论的再思考 根据市场营销学界对服务的研究,服务具有四大基本特征,即无形性,服务在很大程度上是无形和抽象的;差异性,服务没有固定的标准,具有很大的差异性;不可分离性,服务的生产和消费通常同时进行,消费往往参与这一过程;不可贮存性,服务一般不可 Service Marketing - Rethinking the Classic Marketing Theory According to the marketing research on service, the service has four basic characteristics, namely intangibility, the service is largely intangible and abstract; the difference is that the service is not fixed Standards, with great differences; inseparability, service production and consumption are usually carried out at the same time, consumption is often involved in this process; not storable, services generally not