服务和服务营销与产品和产品营销有着不同的特点与策略。随着我国加入世贸组织的临近,服务企业应自觉学习和运用服务营销的理念、策略与方法参与开放的、激烈的市场竞争。本文在对一般的服务与服务营销的特点进行分析的基础上,探讨服务营销组合、关系营销等问题。 Service and service marketing and product and product marketing have different characteristics and strategies. With China’s accession to the WTO, service enterprises should consciously learn and apply the concept of service marketing, strategies and methods to participate in an open and fierce market competition. Based on the analysis of the general characteristics of service and service marketing, this article explores issues such as service marketing mix and relationship marketing.