Service Strategy and Market Position

1
???
???? Service Strategy
2
????-1

• ??????????
• ???????????
• ????????????????????
• ?????????????????????????

3
????-2

• ?????????????
• ?????????????????????
• ?????????????????
• ?????????????

4
??????

• ????????????????,???????????????????
• ????????,??????????????????????
• Example ????(Kmart)???????????,??????????????????
  ??(Very small aperture terminal, VSAT)?????????
• ???????????
• ???????????????,?????????????????????????????

5
????

• ????????(Vision) ,???????????
• ????????????????????????????????
• ?????????????????????????????(limited
  opportunities for economies of scale)??
• ????????,??????????,????????(overall cost
  leadership)????(differentiation)?????(market
  focus)?
• ???????????(??)??,??????????????????

6
????

• ????????????????,????(on-line)???(off-one)???????,
  ?????????????????????(barriers to
  entry)?????(revenue generation)????????(database
  asset)??????(productivity enhancement)?
• ???????????(virtual value chain)???,??????????????
  ?????????????,????????????
• ?????????,?????????(fairness)????????????

7
??????

• ?????????????,??????????????????(See table. 3.1,
  Next slide)
• ??????????????????????????????
• ??????????????,???????????,???????????
• ?????????????????????????????????????????????

8
?3.1 ???????????-1
9
?3.1 ???????????-2
What are important elements of the service to be
provided, stated in term of results produced
for Customers?
?
How are these elements supposed to be perceived
by the target market Segment?
Demographic? Psychographic
10
?3.2 ???????????

• ???????????,???????(Southwest Airline)??????????

Southwest Airlines strategic service vision
Carry-on luggage
11
?????????

• ???????????????
• ?????????????????????,??????????????????????????
• ?????????????????????????,??????????????????????,
  ???????????,???????????
• ??????? ????????????????????????? ?

12
?????????

• ????????????????????????,??????????????????????
• ???????????????(?????)?
• ???????????????????????,?????????????
• ????????????????,?????????????????????????????,??
  ???????? ??????????????????????????

13
???(Michael Porter)?????????

• ??????(overall cost leadership)??????????????????
  ??,??????????????????,????????????????????,???????
  ????????(Examples Wal-Mart, MacDonald)
• ???(differentiation) ??????????,?????????????(?Ma
  cDonald?????) ???(?Sprint?????????)
  ???????????????????????????????

14
???(Michael Porter)?????????

• ????(focus) ???????????????,?????????????????????
  ??????(????)???(??????????-FedEx)?????(???????) ?
• ????????????,????????????????????????
• ????????????????????????
• ???????????/???????????

15
??????-1

• ??????
• ????????????????????????(Costco??????,??????????/
  ??????/??????)?
• ?????????HR Block?????????????????
• ???????????????????????,?????????(ATM)?
• ?????????????????????????,(FedEx???????(hub-and-s
  poke) ????????
• ????(off-line)?? ???????????????????

16
??????-2

• ???
• ?????????????????,????????????????
• ??????????????????????????????????????????????(ma
  de-to-order) ,?MacDonald?????(make-to-stock)???
• ????????????????????????
• ??????????????????????
• ???? ????????? ??????? ??? ??????? ?????
  ?????????

17
??????-4

• ???????????????,??????????????????????????
• ???????????????????????????,???????????????????
  (??????????)
• ???????????????????
• ???????????(design core services)
• ??????????(classifying customers according to the
  value they place on service)
• ?????????? (setting expectations slightly below
  perceived performance)

18
????????-1

• ????????????????,????????????
• ????(availability)???????????,
  ????ATM??(24-7)??,????????????
• ???(convenience)??????????????????????????????
• ???(dependability)???????,?????????,???????
  ??????????
• ???(Personalization)????????????????????????!
• ??(price)?????,??????????????,???????????????????
  ??????????(??/????)

19
????????-2

• ??(quality)???????????????,??????????????,???????
  ??, ??????????????????????
• ??(reputation)????????????????,?????????????
• ???(safety) ?????????????
• ??(speed)???????????????????????????,????????????
  

20
???????

• Terry Hill???????????????,??????????(order-winning
  criteria)???????????,?????????????????
• ???????????????,????????????????,???????????????,?
  ?????,?????????????????(qualifier)???
• ?????(?????) ,??????????????,?????????????????????
  (for example drive-in window)

21
??????

• ????(service winners)???????????????,?????????????
  ????
• ??????????,?????????????????????????,????????,????
  ?????

22
??????

• ????????????????,???????,?????????
• ??????,???????????????????????????????????????????
  (???) ???????(???) ??????????(??)??

23
?3.1 ????????????
24
????????????-??????

• ??????(creation of barriers to entry)????????,Jam
  es Heskett????????????????????????????( switching
  costs) ??????????????????????????(strategic
  advantage)?
• ????(reservation systems)??????????,?????????????
  ??,???????(?????SABRE??) ?????????????????????Unit
  ed Airlines?Delta Airlines?????????????,??????????
  ?????????

25
????????????

• ?????(frequent user club)????????????????????????
  (??) ,??????????????(??????????)?????????????????
  ??????
• ????(switching cost)?????????????????????????????
  ?,?????????,????????????,????????????????????,???
  ?????

26
????????????-????(yield)

• ???????????????????????
• ????(yield management)????????????????????????????
  ?,????????????(supersaver fares)?????????,????????
  ?,????????????????????
• ????????????,??????????(???????)
  ?????????????????????(more information in Chapter
  10).

27
????????????-POSExpert system

• Wal-Mart????VideOcart??,?????????,????????????????
  ??????????????????????????????????????????????????
  (data collector and transmitter)??????????(???????
  ????)
• Otis????????????(expert system)?Notebook?????,????
  ?????????????????????,???????????????????(??????)

28
????????????-????

• Club Med??????????,?????????,?????????????????????
  ??,??????????????????????????????????,????????,???
  ?????

29
????(micromarketing)

• Micromarketing??????????????,?????????????????????
  ??,??????????
• See Table 3.3 ,???????????,?????????????????
• ??????????????????????
• Data mining and artificial intelligence.

30
?3.3 ?????????
Households with kids headed by 18 -54 year-olds.
31
????????????-?????

• ????????????????????????,??????????????????,??????
  ???????
• ??????????????????????,?????????????,?????????????
  ??

32
??????-1

• DEA(data envelopment analysis)????(A. Charnes)?
  ??(W. W. Cooper)????(E. Rhodes)?????????????,?????
  ??????????????????????????????????
• ????????????????????,???????????????????????
• ????????,???????(????????)?????(?????)
  ????????????100????????,??????(efficiency
  frontier) ?
• ?????????????????,????????????????????????????????
  ???????
• DEA??????????????????????

33
?????

• ??????????,????????????(marketplace)????????????
• ???????????????,?????????????????,????????????????
  ????????????
• ???????????????????,???????(value chain)?
  ???????3.2 (next slide??)??,????????????????????3.
  2??,??????,???????????????,???????????????????

34
?3.2 ???????

• ???????????????????????????????????????????

35
????????

• ???????????,????????????,???????????
• ????(???-visibility)???????????????? (paperless)
• ????(????-mirroring capability)
  ???????????????????????????(USAA)
  ,????????????????????????????????????
• ????(?????-new customer relationships)??????,????
  ??????????,????????USAA??????????????,????????????
  ?,????????,???????????????

36
???????

• ??????????,?????????
• ???(anticompetitive) ??????????????????????,?????
  ???(??????)?(???????,??????)
• ???(fairness) ???????,???????,????????
• ????(invasion of privacy) Micromarketing????????,
  ??????????????,????????????
• ?????(data security) ???????????????????
• ???(reliability)?????????????

37
?????????-1

• ??????????????????????,??????????,????????????????
  ???????
• ??(coding)?????????????????????????????,?????????
  ??????
• ??(routing)????????????????????
  ??????????????????????

38
?????????-2

• ????(targeting) ??????????????,?????????????????
  ??????????,????????????
• ??(sharing) ???????????,?????????????????????????
  ??????

39
?3.4 ??????????-1

• ???????????,???????????????????????(Chase)???(Haye
  s)???????

40
?3.4 ??????????-2
41
?3.4 ??????????-3
42
????

• ?????????????????,????????????????? ??
• ????(micromarketing)??????????
• ????????(???????????????)??,?????????????????
• ?????????????????,??????????????
• ???????????????????????????