The Research on the Service Marketing Strategies and Empirical Based on the Product Value

摘要

The financial crisis sweeping the world has great impact on the service demand. Service marketing plays a significant role in service firms. Based on the product value, this article analyzes how the product, price, place and promotion strategies of the service affect and perform a function on the product value; and taking satisfaction as the mediation, focused the empirical object on the hotel industry, this article constructs the structural equation model (SEM), demonstrates the effect of the dimensionality of the service marketing strategies to the product value.