服务营销策略-外文翻译

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1、外文翻译原文MaterialSource:ServiceScience,ManagementandEngineeringEducationforthe21stCentury.SPRINGER,NJ,pp.330-333.(2008)Author:Fynes,BrianandLally,AnneMarieAbstractIdentifyingthenatureofserviceexperiencesisrecognisedasbeingofprimaryimportanceintheshapingofanenhancedcompetitivepositionforindustry;howeve

2、rservicemanagersoftenhavedifficultyarticulatingthetruenatureoftheirserviceconcept.Thedefinitionofserviceconceptisafundamentalpartofthestrategicadvantageseekingprocessesofservicedesign,servicedevelopmentandserviceinnovation.Inresponsetothecompetitiveimperativeforimprovedproduct/servicedevelopment,th

3、ispaperwilldevelopaconceptualmodelofthecomponentsofserviceexperienceandtheprocessbywhichtheserviceconceptcanbearticulated.IntroductionThetermNewProductDevelopmentoriginatedinthemanufacturingsectorbuthasmorerecentlycometorepresentanyimprovementoralterationtoproductorserviceattributesandsoisoftenused

4、interchangeablyindiscussingservicedevelopment.Booz,Allen&HamiltonandLovelockcategorisedproductandservicedevelopmentsasencompassingamyriadofactivitiesfrommajorinnovationsandnewtotheworldproductstolessermagnitudechangesinstyleandrepositioningactivities.Theprocessofproduce/servicedevelopmenthasbeendea

5、ltwithbyanumberofeminentserviceoperationsresearchersandanumberofmodelshavebeendevelopedwhichmapthesequenceofactivitiesfromthesettingofstrategicobjectives,throughidea/conceptdevelopment,servicedesign,development,testingandimplementation.Acommoncomponentofmostallofthesemodelsisthestageofserviceconcep

6、tdevelopment.Menor,Tatikoda&Sampsonidentifythatnewproductdevelopmentresearchershavedefined2macrostageswithintheoverallproductdevelopmentprocess;thefuzzyfrontendandtheexecutionorientatedbackend.Khurana&Rosenthaldefinethe“fuzzyfront-end”oftheprocessastheportionofthe8developmenteffortthatconsistsofthe

7、activitiesinvolvedindeterminingwhatserviceconceptshouldbedeveloped,thisincludesactivitiessuchasstrategicpositioning,ideagenerationandconceptdevelopment/refinement.Thedefinitionofserviceconceptisafundamental