Outline of "188bet online casino"

188bet online casino is a discipline based on economics、Sociology、Social Psychology、Behavior、Statistics、An applied discipline based on the theoretical basis of modern management and other disciplines，This course is one of the optional courses for the secretarial major。The theory of 188bet online casino、Methods and techniques，Has been widely used in enterprises and various non-profit organizations，Involved in all aspects of social life。This course is designed to cultivate students’ modern market awareness、Service awareness、Competition awareness and benefit and risk awareness，Update students’ knowledge structure system，Competent for secretarial work in various organizations, especially for-profit organizations，has an extremely important role。

This course and the social psychology of this major、Organizational Behavior、Public Relations、Public relations planning and other courses are closely related in content，During the teaching process, attention should be paid to the mutual coordination and connection between course contents。

Learn the basics of 188bet online casino、Basic theory、Basic Principle，Enable students to understand and differentiate consumer markets、Producer Market、Middleman Market、Basic characteristics and purchasing behavior characteristics of service markets and international markets，Proficient in target market strategies、Product Strategy、Pricing strategy、Basic principles and methods of promotional strategies and market research forecasts，Has the ability to collect market information、Analyze market phenomena、Survey and predict market trends、Basic abilities and skills in planning 188bet online casino activities，Be better qualified for secretarial work in non-profit organizations and for-profit organizations under the market economy system。

Textbook for this course: Wu Jianan's "188bet online casino"，Higher Education Press， 4th Edition 2011。Main teaching content: Based on the professional characteristics of the undergraduate secretarial major，Focus on teaching 188bet online casino concepts、Market Type、Market demand pattern、188bet online casino environment、Consumer market and purchasing behavior、Producer market and purchasing behavior、Intermediary market and purchasing behavior、Service market and purchasing behavior、Target market strategy、Product Strategy、Price Strategy、Promotion Strategy、Distribution channel strategy、Market competition strategy、Market Development Strategy、New developments and concepts in 188bet online casino, etc.。188bet online casino is an evolving discipline，The content and system are updated quickly，Teachers should update teaching materials and teaching content in a timely manner。

This course is offered1 semester，The total number of teaching hours is 54 hours,3 hours per week。

The teaching of this course is mainly classroom lectures，Part of the content is self-study under the guidance of teachers。Contents marked [self-study] in the syllabus，Teachers should guide students in extracurricular self-study，And use flexible and diverse methods to supervise and test。

The assessment of this course is based on basic concepts、The mastery and application of basic theories is the main content。Recognizing the test questions、Understanding、The proportion of application questions is generally as follows15%、35%、50% arrangement。The difficulty level is generally 20% easier、30% easier、30% harder、Difficult to arrange by 20%。The overall evaluation score is based on 40% of the usual score、Comprehensive assessment of 60% of test scores。

Understand the emergence and development of 188bet online casino；Master the core concepts related to 188bet online casino，Clear the basic content of micro-188bet online casino；Fully understand the importance and significance of learning 188bet online casino。

2 hours

1. 188bet online casino

2. Market

3. 188bet online casino

4. Core concepts related to 188bet online casino

(1) Need, desire, demand

(2) Products and services

(3) Price, total cost of customer purchase

(4) Value, total customer purchase value

(5) Seller, seller’s market

1. The formation of 188bet online casino

2. Development of 188bet online casino

三、188bet online casino“Revolution”

4. The spread and development of 188bet online casino in China

1. Relevant theoretical basis of 188bet online casino

2. Macro and micro 188bet online casino

3. Logical structure of micro-188bet online casino

一、The significance of studying 188bet online casino

二、Research Methods in 188bet online casino

Mastering Textbook P20 [Key Terms]、[Thinking questions]、[Case and Thoughts]

Understand the evolution and development of 188bet online casino philosophy；Master the main contents of 188bet online casino concepts；Comprehensive understanding of the total cost of customer purchase、Total customer purchase value and total quality management、The connotation of value chain。

4 hours

一、The concept of 188bet online casino management

二、Market demand pattern and 188bet online casino strategies

(1) Positive demand

1. Potential demand (latent demand) and corporate 188bet online casino strategies

2. Fluctuating demand (retreating demand) and corporate 188bet online casino strategies

3. Irregular demand (fluctuating demand) and corporate 188bet online casino strategies

4. Saturated demand (sufficient demand) and corporate 188bet online casino strategies

5. Super saturated demand (excessive demand) and corporate 188bet online casino strategies

(2) Negative demand

1. Negative demand and corporate 188bet online casino strategies

2. Harmful demand and corporate 188bet online casino strategies

(3) Zero demand (no demand) and corporate 188bet online casino strategies

3. 188bet online casino Management Philosophy

(1) Enterprise-centered concept

1, production concept

2, product concept

3, sales concept

(2) Consumer-centered concept

(3) The concept of social whole as the center

一、Customer satisfaction

二、Customer perceived value

(1) Total value of customer purchases

(2) Total cost of customer purchase

三、Customer loyalty

four,Total Quality Management

五、Value chain

一、Market-oriented strategic planning

二、Market-oriented organizational innovation

三、Create a learning enterprise

Mastering Textbook P44 [Key Terms]、[Thinking questions]、[Case and Thoughts]

Understand the characteristics of corporate strategic planning、General process and key steps；Comprehensive understanding of the overall strategy、Business Strategy、The meaning of functional strategy、Contents and their interrelationships；Comprehensive mastery of intensive growth、Integrated growth、Diversified growth strategy and cost leadership strategy、Differentiation strategy、The meaning of centralized strategy、Selection and implementation。

1. Characteristics of corporate strategy

2. Hierarchical structure of enterprise strategic planning [Key points]

(1) Overall strategy

(2) Business strategy

(3) Functional Strategy

1. Understand and define corporate mission

2. Distinguish strategic business units

3. Planning investment portfolio

IV. Planning growth strategy [Key points]

(1) Intensive growth

(2) Integrated growth

(3) Diversified growth

1. Analysis of the competitive environment

2. Choose a competitive strategy [Key points]

(1) Cost leadership strategy

(2) Differentiation Strategy

(3) Concentrated strategy

1. Determine the target market and positioning

2. Develop 188bet online casino mix

3. Make plans, implement and control 188bet online casino activities

Mastering Textbook P63 [Key Terms]、[Thinking questions]、[Case and Thoughts]

Understand the meaning and characteristics of the 188bet online casino environment；Comprehensive understanding of the components of the 188bet online casino environment；In-depth understanding of the impact of macro-environment and micro-environment on corporate 188bet online casino；Master the basic characteristics and basic analysis methods of market opportunities and market threats；Understand the basic countermeasures for threats and opportunities faced by enterprises。

4 hours.

1. The meaning of 188bet online casino environment

2. Characteristics of the 188bet online casino environment

(1) Objectivity

(2) Difference

(3) Variability

(4) Correlation

3. 188bet online casino activities and 188bet online casino environment [self-study]

IV. 188bet online casino Department and Internal Environment [Self-study]

1. 188bet online casino channel enterprises

(1) Supplier

(2) 188bet online casino intermediary

2. Customer

(1) Consumer

(2) Producer

(3) Middlemen

(4) Non-profit organization

(5) International market customers

3. Competitors

(1) Desire Competitor

(2) Category Competitors

(3) Product Competitors

(4) Variety Competitors

(5) Brand Competitors

4. Public

(1) Financing public

(2) Media public

(3) Government and public

(4) Community public

(5) Community public

(6) General public

(7) Internal public

1. Population environment

(1) Total population

(2) Age structure

(3)Geographic distribution

(4) Family status

(5) Population gender

2. Economic environment

(1) Income and expenditure status

(2) Economic development status

3. Natural environment

(1) Resource status

(2) Ecological environment

(3) Environmental Protection

4. Scientific and technological environment

(1) Technology’s promotion of enterprise development

(2) The threat of technology to enterprise development

5. Political and legal environment

(1) Political environment

(2) Legal environment

6. Social and cultural environment

(1) Education level

(2) Religious beliefs

(3) Values

(4) Consumption customs

(5) Consumption Trend

1. Environmental threats and market opportunities

2. Analysis and evaluation of threats and opportunities

(1) Threat Analysis

(2) Opportunity analysis

(3) Corporate 188bet online casino Strategies

Mastering textbook P83 [Key terms]、P84【Thinking Questions】、[Case and Thoughts]

Understand the basic characteristics of the consumer market；Master the classification of consumer goods；Comprehensive understanding of consumer purchasing behavior patterns and influencing factors；Understand the types and characteristics of consumer purchasing behavior；Master the basic 188bet online casino strategies of enterprises。

4 hours.

1. Consumer market and consumer purchasing behavior model

(1) Consumer Market and Consumer Goods Classification

(2) Consumer purchasing behavior model

2. Summary of factors influencing consumer behavior

(1) Consumer purchase decision-making process

(2) Consumer individual factors

(3) Environmental factors

(4) 188bet online casino factors

1. Participants in the decision-making process

2. General process of decision-making

(1) Confirmation problem

(2) Collect information

(3) Evaluation of alternatives

(4) Purchase decision

(5) Post-purchase process

1. Consumers’ feelings and perceptions

2. Consumer personality

3. Economic factors

4. Physiological factors

5. Lifestyle

1. Social class

2. Related groups

3. Family factors

4. Role identity

1. Consumer participation

2. Types of consumer purchasing behavior [Key points]

3. Situation [Key Points]

Mastering textbook P107 [Key terms]、[Thinking questions]、P108【Case and Thoughts】

Understand the basic characteristics of the producer market；Master the classification of production materials；Comprehensive understanding of producer purchasing behavior patterns and influencing factors；Understand the types and characteristics of producers’ purchasing behavior；Master the basic 188bet online casino strategies of enterprises。

4 hours.

1. The concept of producer market

2. Characteristics of the producer market

3. Basic classification of production means

1. Procurement type

(1) New purchase

(2) Direct repurchase

(3) Correction and repurchase

2. Procurement requirements

(1) Quality, specifications and technical requirements

(2) Price requirements

(3) Service requirements

(4) Quantity, time, and guarantee requirements

3. Procurement method

(1) System purchase

(2) Direct purchase by contract

(3) Mutual purchase

(4) Leasing

1. Internal factors of the enterprise

(1) Procurement Goals

(2) Procurement Policy

(3) Procurement scale

(4) Procurement system

(5) Procurement Procedure

(6) Financial status

2. External factors of the enterprise

(1) Scale and speed of economic development

(2) Proportion of investment in tertiary industry

(3) Macroeconomic control policies

(4) Sound market laws and regulations

(5) Development level of science and technology

(6) Social consumption level

(7) Market competition situation

3. Personnel relations factors

(1) Procurement advocate

(2) Procurement decision-maker

(3) Procurement influencers

(4) Procurement Implementer

(5) Product Users

(6) Information Controller

4. Personal factors

(1) Gender and age

(2) Temperament and character

(3) Position and status

(4) Cultural literacy

(5) Professional level

(6) Professionalism

1. Problem identification

2. Confirm requirements

3. Confirm the product

4. Collect information

5. Analysis and Suggestions

6. Confirm supplier

7. Contract Ordering

8. Performance evaluation

Mastering textbook P128 [Key terms]、[Thinking questions]、P129 [Case and Thoughts] related to the producer market

Understand the concept of the intermediary market；Understand the basic characteristics of the intermediary market；Focus on understanding the purchasing types of middlemen、Purchasing Strategy、Purchasing decision-making and purchasing behavior characteristics，Clear the company’s basic 188bet online casino strategy。

2 hours.

1. The concept of intermediary market

2. Characteristics of the intermediary market

1. Procurement types of middlemen

(1) New product procurement

(2) Repeated purchasing

(3) Corrected Procurement

2. Distribution strategies of middlemen

(1) Exclusive product strategy

(2) Specializing in deep goods strategy

(3) Extensive goods strategy

(4) Complex goods strategy

1. Procurement decisions of middlemen

(1)Small quantity and multiple purchases

(2) Large quantities and small purchases

2. Procurement behavior of middlemen

(1) Loyal purchaser

(2) Random purchaser

(3) Careful purchaser

(4) Trivial Purchaser

Mastering textbook P128 [Key terms]、[Thinking questions]、P129 [Case and Thoughts] related to the intermediary market

Understand the types of nonprofit organizations；Understand the purchasing characteristics and methods of non-profit organizations；Comprehensive understanding of the main factors affecting the purchasing behavior of nonprofit organizations。

1. Performing state functions

2. To promote group communication

3. Providing social services

1. Purchase features

2. Purchase method

1. Purpose of purchase

2. Purchase participants

3. Influencing factors

4. Purchase method

Mastering textbook P128 [Key terms]、[Thinking questions]、P129 [Case and Thoughts] related to non-profit organizations

Understand the 188bet online casino information system framework；Master the market research process；Master the methods and techniques of market research；Understand demand measurement methods and forecasting methods。

1. Information and its functions

2. The connotation and function of 188bet online casino information system

3. Composition of 188bet online casino information system [Key points]

(1) Internal reporting system

(2) 188bet online casino intelligence system

(3) 188bet online casino research system

(4) 188bet online casino analysis system

1. The meaning and role of 188bet online casino research

2. Type and content of 188bet online casino research [Key points]

3. Steps of 188bet online casino research [Key points]

IV. 188bet online casino research methods [Key points]

1. Market demand measurement

2. Estimating current market demand

3. Market demand measurement method [Key points]

Mastering textbook P151 [Key terms]、[Thinking questions]、[Case and Thoughts]

Fully understand the theory and role of market segmentation；Correctly understand the principles of market segmentation；Master the standards and methods of market segmentation；Master the target market selection model and target market 188bet online casino strategy；Fully understand the significance of market positioning；Steps to master market positioning、Basics and methods of market positioning and basic market positioning strategies。

4 hours.

1. The concept of market segmentation

2. The role of market segmentation

3. Standards for market segmentation

(1) General standards for consumer market segmentation

(2) General standards for producer market segmentation

IV. Market segmentation methods and procedures

(1) Market segmentation method

(2) Procedure for market segmentation

5. Principles of market segmentation

(1) Measurability

(2) Realizability

(3) Profitability

1. Target market selection model

(1) Market concentration

(2) Product specialization

(3) Market specialization

(4) Choose specialization

(5) Comprehensive market

2. Target market strategy

(1) Undifferentiated Market Strategy

(2) Differentiated market strategy

(3) Intensive market strategy

3. Conditions for choosing target market strategy

(1) Enterprise resources and capabilities

(2) Characteristics of the product itself

(3) The life cycle stage of the product

(4) Homogeneity of the market

(5) Market supply and demand trends

(6) Market strategies adopted by competitors

1. Market positioning and its significance

2. Steps of market positioning

(1) Establish product features

(2) Establish market image

(3) Consolidate market image

3. Basis for market positioning

(1) Positioning based on the characteristics of specific products

(2) Positioning based on specific use occasions and purposes

(3) Positioning based on the benefits obtained by customers

(4) Positioning based on user type

4. Methods of market positioning

(1) Avoid strong positioning

(2) Head-on positioning

(3) Repositioning

5. Market positioning strategy

(1) Product differentiation strategy

(2) Service differentiation strategy

(3) Personnel differentiation strategy

(4) Image differentiation strategy

Mastering textbook P171 [Key terms]、[Thinking questions]、[Case and Thoughts]

Understand the basic methods of identifying and analyzing competitors；Master the three basic competitive strategies of market leaders；Understand the attack targets and offensive strategies of market challengers；Master the competitive strategy choices of market followers；Competitive strategy choices for those who master the market niche。

1. Identify competitors

2. Determine competitors’ strategies and goals

3. Evaluate competitors’ strength and reactions

4. Selection of attack and avoidance objects

1. Expanding aggregate demand

2. Protect existing market share

3. Expand market share

1. Determine strategic goals and competitors

2. Choose an offensive strategy

1. Market follower strategy

2. Market Niche Strategy

Mastering Textbook P195 [Key Terms]、[Thinking questions]、[Case and Thoughts]

Comprehensive understanding of the overall concept of the product；Accurately grasp the characteristics and basic 188bet online casino strategies of each stage of the product life cycle；Correctly understand the concepts and classifications of new products、The meaning and function of packaging、Concepts and elements of product portfolio；Master new product development strategies、Product packaging strategy、Product Portfolio Strategy。

5 hours.

1. Overall product concept

(1) Core Products

(2) Formal products

(3) Expected products

(4) Extended products

(5) Potential products

2. Product life cycle theory

(1) The concept of product life cycle

(2) Main characteristics of each stage of the product life cycle

(3) Variation of product life cycle

3. 188bet online casino strategies for each stage of the product life cycle

(1) 188bet online casino strategy during the investment period

(2) 188bet online casino strategy in the growth stage

(3) 188bet online casino strategy in the mature stage

(4) 188bet online casino strategy during recession

1. Concept and types of new products

2. The necessity of new product development [self-study]

3. Organization of new product development [self-study]

4. Procedure for new product development

5. New product adoption and diffusion [self-study]

1. The meaning, classification and function of packaging

2. Basic requirements for packaging design [self-study]

3. Packaging strategy

1. Product portfolio, product lines, product projects

2. Product portfolio strategy

3. Product portfolio optimization

(1) Evaluation of product pros and cons

(2) Product portfolio optimization method

Mastering Textbook P225 [Key Terms]、[Thinking questions]、P226【Case and Thoughts】

Comprehensively understand the meaning and function of the brand；Correctly understand the relationship between brands and trademarks；Understand the meaning and identification of well-known trademarks；Master brand portfolio strategy。

4 hours.

1. The meaning and function of brand

2. The composition and characteristics of brand assets [self-study]

1. Brand design

2. Brand portfolio

(1) Brand Attribution Strategy

(2) Brand unified strategy

(3) Composite brand strategy

3. Brand Extension

(1) Brand extension and brand value-added

(2) Brand expansion and risk avoidance

1. Trademark attributes and brand registration

2. Well-known trademarks and their recognition

3. Brand protection after registration

IV. Brand manager system and brand management

Mastering Textbook P245 [Key Terms]、[Thinking questions]、[Case and Thoughts]

Fully understand the importance of pricing strategy；Comprehensive understanding of the main factors affecting pricing；Learn about general methods for determining prices；Master the basic strategies of pricing。

4 hours.

1. Pricing target

(1) Maintain survival

(2) Maximizing profits for the current period

(3) Maximizing market share

(4) Product quality optimization

2. Product cost

3. Market demand

4. Competitors’ product prices

5. Government policies and regulations

1. Cost-oriented pricing method

(1) Cost-plus pricing method

(2) Incremental Analysis Pricing Method

(3) Target revenue pricing method

2. Demand-oriented pricing method

(1) Perceived value pricing method

(2) Reverse pricing method

3. Competition-oriented pricing method

(1) Market-based pricing method

(2) Bid Pricing Method

(3) Auction Pricing Method

1. Psychological price strategy

(1) Mantissa price strategy

(2) Integer price strategy

(3) Reputation price strategy

(4) Promotion price strategy

2. Regional price strategy

(1) Price of origin

(2) Destination price

(3) Unified delivery price

(4) Zone delivery price

(5) Basic point price strategy

3. Discount strategy

(1) Cash discount

(2) Quantity discount

(3) Function discount

(4) Seasonal Discount

(5) Price discount

4. Product mix price strategy

(1) Product Category Pricing

(2) Pricing of selected products

(3) Supplementary product pricing

(4) Segment Pricing

(5) Pricing of by-products

(6) Product Series Pricing

5. Differential Pricing Strategy

(1) Customer differential pricing

(2) Differential pricing by product form

(3) Product location differential pricing

(4) Sales time differential pricing

6. New product pricing strategy

(1) Skimming Pricing

(2) Penetration Pricing

7. Internet-based pricing strategy

(1) Low price pricing strategy

(2) Customized production pricing strategy

(3) Use pricing strategy

(4) Auction Bidding Strategy

(5) Free pricing strategy for digital products

1. Price reduction and price increase

2. Customers’ reaction to corporate price changes

3. Competitors’ reaction to the company’s price changes

4. Enterprises’ reaction to competitors’ price changes

5. Price war among Chinese enterprises

Mastering Textbook P267 [Key Terms]、[Thinking questions]、[Case and Thoughts]

Understand the concept of distribution channels；Understand the basic types of distribution channels；Fully understand the functions of distribution channels；Master wholesalers、Basic types of retailers；Master the basic distribution channel strategy；Understand logistics planning and management。

4 hours.

1. The meaning and functions of distribution channels

2. Types of distribution channels

(1) Levels of distribution channels

(2) Width of distribution channels

1. Factors affecting distribution channel design

(1)Customer characteristics

(2) Product Features

(3) Characteristics of middlemen

(4) Competitive characteristics

(5) Enterprise characteristics

(6) Environmental characteristics

2. Steps of distribution channel design [self-study]

3. Management of distribution channels

(1) Select channel members

(2) Motivating channel members

(3) Evaluating channel members

(4) Channel improvement arrangements

IV. The phenomenon of cross-selling goods and its rectification [self-study]

(1) Channeling of goods and its reasons

(2) Rectification of channelized goods

5. New Development of Channel Strategy [Self-study]

(1) Passage“Direct sales”

(2) Vertical channel network

(3) Horizontal channel system

(4) Multi-channel system

(5) Internet-based distribution channels

1. Wholesale and wholesalers

2. Retail and retailers

1. The meaning and functions of logistics

2. Logistics goals

3. Logistics planning and management

4. Inventory and transportation strategy

5. Logistics modernization [self-study]

6. Outsourcing of logistics functions

Mastering textbook P291 [Key terms]、P292【Thinking Questions】、[Case and Thoughts]

Understand the meaning of promotion and promotion combination，Master the basic strategies and methods of promotion；Master the basic skills of personal selling，Clear the qualifications of qualified salespeople；Understand the advertising process、Basic types and characteristics of advertising media；Understand the role and particularity of business promotion，Master basic business promotion methods；Fully understand the important role of public relations in 188bet online casino，Master the basic methods and strategies of public relations promotion。Part of the content in this chapter is the same as the content related to the "Public Relations" course of this major，Teachers should coordinate with relevant course teachers，Make good distinction and connection between content levels。

4 hours.

1. The meaning and function of promotion

2. Promotional mix and promotion strategy

1. Advantages and Disadvantages of Personal Selling

2. Quality of sales personnel

3. Selection and training of sales personnel [self-study]

4. Forms, objects and strategies of personal selling

(1) Basic form of personal selling

(2) Sales targets of personal selling

(3) Basic strategies of personal selling

1. Basic concepts of advertising

(1) The meaning of advertising

(2) Advertising objectives

(3) Types of advertising

2. Advertising media

(1) Types and characteristics of advertising media

(2) Selection of advertising media

3. Advertising design principles

4. Measurement of advertising effectiveness

1. The meaning of public relations

2. Basic characteristics of public relations

3. Public relations activities

4. Public relations working procedures

1. The concept and characteristics of sales promotion

2. Sales promotion methods

(1) Ways to promote to consumers

(2) Ways to promote to middlemen

3. Sales promotion planning and control

(1) Promotional goals

(2) Promotional objects

(3) Scale level of promotion

(4) Promotional media

(5) Promotion schedule

(6) Promotional cost budget

Mastering textbook P316 [Key terms]、[Thinking questions]、[Case and Thoughts]

Understand the general process of developing a 188bet online casino plan；Understand the organizational structure of the 188bet online casino department；Understand the control over your 188bet online casino activities、Supervision、Evaluation method；Understand the basic content of 188bet online casino audit work。

1. General elements and content of 188bet online casino plan [Key points]

2. Implementation of 188bet online casino plan

1. The evolution of 188bet online casino organization

2. Organizational form of the 188bet online casino department [Key points]

3. Principles for setting up 188bet online casino organizations

1. Annual plan control

2. Profit Control

3. Efficiency Control

IV. Strategic Control and 188bet online casino Audit

1. 188bet online casino environment audit

2. 188bet online casino strategy audit

3. 188bet online casino organization audit

4. 188bet online casino system audit

V. Annual 188bet online casino plan audit

6. Audit of 188bet online casino profitability level

Mastering Textbook P336 [Key Terms]、[Thinking questions]、[Case and Thoughts]

Fully understand the importance of participating in international 188bet online casino；Understand the characteristics of the international 188bet online casino environment；Understand the selection and entry methods of international target markets；Master the basic strategies and tactics of international 188bet online casino。

1. The meaning of international 188bet online casino

2. International 188bet online casino and Domestic 188bet online casino

3. International 188bet online casino and International Trade [Key Points]

IV. The development stage of international 188bet online casino [Key points]

1. International economic and technological environment

2. International social and cultural environment

3. International political and legal environment

1. Selection of international target markets

2. Ways to enter the international market [Key points]

1. International 188bet online casino Strategy

2. International strategic alliance

1. International 188bet online casino product strategy

2. International 188bet online casino channel strategy

3. International 188bet online casino pricing strategy

IV. International 188bet online casino Promotion Strategy

Mastering textbook P357 [Key terms]、[Thinking questions]、[Case and Thoughts]

Comprehensive understanding of the meaning of services；Understand the basic classification of services；Comprehensive understanding of the characteristics of services；Master the tangible display method of services；Correctly grasp the characteristics of service quality；Clear the evaluation criteria for service quality。

4 hours.

一、The concept of "service"

2. Service products

(1) Core Services

(2) Convenient services

(3) Support Services

3. Classification of services

(1) Classification according to the nature of service activities

(2) Classification by relationship between service organizations and customers

(3) Divided by degree of freedom of choice and degree of satisfaction

(4) Divided by supply and demand

(5) Divided by service promotion methods

1. Intangibility and Countermeasures

2. Synchronicity and Countermeasures

3. Heterogeneity and Countermeasures

4. Perishability and Countermeasures

1. Types of tangible display

(1) Physical environment display

(2) Information communication display

(3) Tangible display of price

2. The role of tangible display

1. The connotation of service quality

2. Realization of service performance

3. Evaluation criteria of service quality

four,Gap analysis between service quality measurement model and service quality

5. Strategies to improve service quality

6. Resolve customers’ concerns about quality risks

Mastering Textbook P377 [Key Terms]、[Thinking questions]、[Case and Thoughts]

Understand the connotation of green 188bet online casino、The concept of integrated 188bet online casino、Characteristics of relationship 188bet online casino、Application of Internet in 188bet online casino、The concept and strategy of experiential 188bet online casino。

5 hours.

1. The connotation of green 188bet online casino

2. Characteristics of green 188bet online casino

3. Implementation of green 188bet online casino

1. The connotation of integrated 188bet online casino

2. Execution of integrated 188bet online casino

三、4C concept and 4R theory

1. The meaning of relationship 188bet online casino

2. Characteristics of relationship 188bet online casino

3. Objectives of relationship 188bet online casino

IV. Implementation of relationship 188bet online casino

1. The concept of Internet 188bet online casino

2. Characteristics of the Internet Market

3. Internet 188bet online casino Business

IV. Internet 188bet online casino Strategy

1. The concept of experiential 188bet online casino

2. Characteristics of experiential 188bet online casino

3. Principles of experiential 188bet online casino

4. Strategy of experiential 188bet online casino

Mastering Textbook P402 [Key Terms]、[Thinking questions]、[Case and Thoughts]

1、Kotler，《188bet online casino Management》，China Renmin University Press14th Edition 2012.

2、Guo Guoqing，"General Theory of 188bet online casino",China Renmin University Press20114th edition.

3、Yan Guoqing，"International 188bet online casino"，Tsinghua University Press3rd edition 2013.

4、Chen Fang、Xie Gong，"188bet online casino Planning"，Current Affairs Press，1st edition 2000.

5、Chen Fang、Xie Gong，"Brand Planning"，Current Affairs Press，1st edition 2000.

This course uses a multimedia classroom、PPT courseware and other related teaching equipment and teaching aids；Teachers should combine professional internship、Graduation internship guidance work，Guide、Guide students to master relevant business skills。