服务营销案例思考.ppt
服务营销案例思考ShouldiceCaseQuestionsnHowdoestheShouldiceHospitalexperiencedifferfromanormalhospitalexperience?nWhatisthebundleofbenefitspurchasedbytheconsumers?nWhoisthetargetgroupofcustomersandwhatdotheyhaveincommon,apartfromahernia?Bepreparedtodescribethem(intermsoftheircommoncharacteristics).nHowarethebenefitsdeliveredtothosecustomers?nHowefficientisitsproductionprocess?Doyouseeanyproblemareas,bottlenecks,orfailpoints?nWhatareShouldiceHospitalsmajorstrengthsandweaknesses?Whichofthesearethemostimportant?nHowsuccessfulisShouldiceHospital?Howdoyouaccountforitsperformance?nWhatgrowthopportunitiesareavailabletoShouldice?Which,ifany,wouldyourecommend?Why?肖尔案例问题n怎样肖尔代斯医院的经验,从“正常”医院的经验有什么不同?n什么是受到了消费者的购买利益捆绑?n谁是客户的目标群体和他们有什么共通之处,除了有疝气?准备来形容他们(在他们的共同特点而言)。n怎样的好处传递给那些客户?n如何有效的是它的“生产过程”?难道你看不出什么问题区域,性能瓶颈或故障点?n什么是肖尔代斯医院的主要优势和劣势?下列哪些是最重要的?n如何成功的是肖尔代斯医院?你如何解释它的性能?n哪些增长机会提供给肖尔?其中,如果有的话,你会推荐什么?为什么呢?Article Discussion-“Faith,Trust,and Pixie Dust”,“Mickey Mouse Operation is a Great School”n1.Whathumanresourcestrategiesdoyouseebeingemployedhere?(Refer to those discussed in Chapter 11 for some ideas.)n2.Whichstrategieswouldworkuniversally?Whichwouldberatherlimitedinapplicability?n3.HowwouldyoudescribetheDisneyculture?n4.WhatcanothercompanieslearnfromDisneyintermsofleadership,peoplemanagement,andservicequality?文章讨论-“信仰,信任,和仙尘”,“米老鼠操作是一个伟大的学校”1。你在这里看到的被采用什么样的人力资源战略如何?(参见那些在第11章的一些想法进行讨论。)2。这策略将工作普遍?这将是相当有限的适用性?3。你会如何形容迪斯尼文化?4。有什么可以其他公司从迪斯尼学习在领导力,人员管理和服务质量方面?