西南財经大学天府学院运营管理考试要点.docVIP

2. THE GROWING IMPORTANCE OF SERVICES The primary sector – farming, forestry and fishing. The secondary sector – the industrial sector, including gas, mining and manufacturing, electricity, water and construction. The tertiary sector – a synonym for the service sector. Chapter2: the nature of service 1,categories（分类） of service 23 按照交互及客户参与程度与劳动力密集程度将服务划分为四类：服务工厂service factory、服务作坊service shop、大众服务mass service、专业服务professional service。 2/dividing the industries into sector（行业、部分）23 3/the differences between the goods and the services Services Goods An activity or process A physical object Intangible Tangible Simultaneous production and consumption: customers participate in production Separation of production and consumption: Heterogeneous Homogeneous Perishable: cannot be kept in stock Can be kept in stock Both use technology Both have quality, productivity, response issues Both must forecast demand Both will have capacity, layout, and location issues Both have customers, suppliers, scheduling and staffing issues Manufacturing often provides services Services often provides tangible goods 4/characteristic of service 25 Customer participation in the service process. Simultaneity （同时性） heterogeneity （变化性） intangibility （无形性） perishability（易逝性） 5/service classifications（分类、类别）30 服务活动的性质 顾客关系 定制和判断 需求和供给的性质 服务传递方式 Chapter3: service strategy 1/what is overall（综合的、总体的） cost leadership, how to achieve the low-cost leadership 87 基于高效的操作、成本控制和创新技术的竞争战略 寻求低成本顾客Seeking out low-cost customers 顾客服务的标准化Standardizing a custom service 减少服务传递中人的因素Reducing the personal element in service delivery 降低网络费用Reducing network costs 非现场服务作业Taking service operation offline 2/what is the differentiation strategy, how to make differentiation 88 创造独特服务的竞争战略 使无形产品有形化Making the intangible tangible 将标准产品定制化Customizing the standard product 降低感知风险Reducing perceived risk 重视员工培训Giving attending to personal training 控制质量Controlling quality 3/winning customers in the market