A Research On The 21st Century Dominant Industry ——Service Industry And Service Marketing

The 21st century is the century of knowledge economy and economic globalization. In this new age great changes have taken place in the fields of social production and human lives. Knowledge economy and economic globalization have become two main factors which are influencing and pushing forward service industry and service marketing. Under the push of the above two factors,the development of service industry has shown a new tendency:service industry has been taking a leading place step by step,while service marketing has become the subject of marketing activities of enterprises.Knowledge economy actually is the economy of sustainable development which relays on high-tech as the first domain stanchion and gains support mainly from intelligent resources. A series of new demands are presented to the marketing of enterprises for the sake of knowledge economy. At the same time,market globalization has an enormous impact on the marketing of enterprises whose aimed market is the traditional and partial market. The existent environment of enterprises has changed and will change still greatly. Therefore,it is the key to enterprises to use the concept of service marketing to innovate,transform the existing conception,mode and method of marketing.Before entering WTO,service industry in China had experienced a certain degree of opening,which was based on the situation of our country. In the meantime,our national service industry had obtained great development and boosted up the competitive force. The opening of our national service industry followed that of our national manufacturing industry,which is a result of the growth of our country economy. Our government makes promise in many aspects of the service trade,so it will spread at more deeply levels and more extensive field. In the more opening and changing environment,it will be more difficult for our government to constitute and carry out policies to promote the development of service industry. Nevertheless the government will still show great influence on the development of service industry in many respects.Service marketing is an extension of product marketing. The transformation from product marketing to service marketing has a deep market basis. As a whole,the change can be divided into vital statistics,social,economical and political changes,which in turn bring about effects on service marketing of corporations. The advent of knowledge economy and economic globalization will affect the traditional industry economy,all influence marketing of enterprises,people's life style,work style and study style especially when customers' purchase behavior have changed greatly .So service marketing in the center of the service profit chain has to be carried out in the enterprise's management stratagem in order to increase more profit. So called service profit chain,is a chain which expresses the relationship among enterprises,customs,employees and companies in the profit chain. The theory points out a shortcut for the management of enterprises in new century.Service marketing extends from marketing,but there are differences between service marketing and traditional marketing which was a marketing goods center. Although these differences can be showed in the stratagem and strategy of enterprise marketing,its basic factor is still to satisfy the customer's different requirements for service and goods. We should firstly make effective analysis and management to satisfy customers' expectation,when we analyze them.The differences between service marketing and goods marketing are showed in the following aspects:the product character,the customer's participant degree to productive process,the store of service product and the division place,etc.In the 21st century,the emphasis of enterprise marketing have been transformed from tangible products to intangible products. During the process,the enterprise needs new marketing mind,new marketing stratagem and strategy. So a series of marketing innovations are needed. Service industry and marketing must center around to set u...