现代营销中把产品概念定义为三个基本层次:核心产品、形式产品、附加产品。在这里,服务作为附加产品的重要内容,成为企业产品的一部分。服务是一种无形的产品,是维系品牌与顾客关系的纽带,随着产品同质化程度的不断加剧,缔造优质的品牌服务体系,为顾客提供满意的服务越来越成为 In modern marketing, the concept of product is defined as three basic levels: core product, formal product and additional product. Here, service as an important part of an add-on product becomes part of the enterprise product. Service is an intangible product, is to maintain the relationship between the brand and customer ties, as the degree of homogeneity of products continue to intensify, to create high-quality brand service system to provide customers with more and more services to become more and more