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The following is the Panoramic analysis of business services in China From Who can stand the tide bravely recommended by recordtrend.com. And this article belongs to the classification: research report.
The types of business services in China are diverse and huge, and business service extension is not as mature as TOC field, and various practitioners are still exploring. Tencent marketing insight (TMI) and airy consulting work together to make a panoramic analysis of China’s business services, including the characteristics of business services, marketing extension, decision-making, etc., and carefully sort out some of the main scenes. Hope to provide reference for the relevant practitioners and give enlightenment to the future development of the industry.
1、 Business services account for a quarter of the business forms, while outsourcing and offline delivery still dominate
Business service refers to the type of service that serves enterprise customers, also known as tob service or enterprise service. It is different from the services provided for individuals, such as catering services; it is also different from the physical transactions between enterprises, such as the purchase and sale of means of production.
If the objects of delivery in business are divided into enterprises and individuals, and the objects of delivery are divided into products and services, then business services occupy a quarter of the commercial form.
When it comes to business services, many people first think of cloud services, or even SaaS in a narrower sense. However, according to research, in the overall market of business services, services based on outsourcing and offline delivery still account for the majority. This is true in different fields such as human resources, finance and taxation, marketing and customer service. We believe that it will be difficult for this structure to undergo fundamental changes for quite a long time.
2、 Long cycle, wide range, high investment, business service is more complex than personal service
Compared with personal service, business service is more complicated
（1） Longer selection and decision cycle
Different from the fast consumption and even impulsive consumption in TOC field, the decision-making cycle of business service procurement is longer, generally the shortest is one or two weeks, the longest is several months or even one or two years. The decision-making process is also more complex, with CEOs, CIOs, CTOs and business heads as decision makers.
（2） Longer service cycle
Except for a few types such as exhibition and outward bound training, the service cycle of most business services is long. For rental services (such as venues and Cloud Computing), in most cases, customers will continue to pay stably.
（3） More people involved
Many types of business services do not serve a single role or a single department in the enterprise, which leads to the difficulty of delivery of business services much higher than that of TOC services. Therefore, enterprises increasingly like to choose suppliers who have multiple cases in their own industry.
（4） Once the model selection fails, heavy losses will be incurred
Because of the complexity of the business services mentioned above, enterprises will lose a lot if they fail to select business services. If the service related enterprises have a large number of business data, the loss is immeasurable when the selection fails.
To sum up, when choosing business services, enterprises should comprehensively examine the comprehensive strength of suppliers (establishment time, company size, investors, etc.) and the cost performance and reputation of the service itself.
3、 Facing the problem of customer expansion, four characteristics of business service industry are sorted out
Customer extension has always been a problem for business service companies. There are many differences between business service and personal service
（1） On the whole, customers’ attempt and willingness to pay for business services are relatively low
Enterprise customers’ acceptance of business services can be simply summarized as: do not understand, do not understand, do not try, do not pay.
（2） The factors considered by different customers and different types of customers are different
From the perspective of enterprise attributes, there are significant differences between state-owned enterprises and private enterprises. State owned enterprises pay more attention to the comprehensive strength and background of manufacturers, while private enterprises pay more attention to the functional characteristics of products. From the perspective of enterprise scale, large enterprises pay more attention to the standardization and scalability of services, while small enterprises pay more attention to the cost performance of services. In the same enterprise, the top leaders, CIOs and CTOs also have significant differences in the concerns of business services. Through horizontal comparison, it can be seen that the top leaders with the most important management attributes pay more attention to the macro factors such as the qualification and success cases of manufacturers, while the CIO with the most emphasis on the implementation level pays more attention to the practical factors such as product functions.
（3） Whether the customer can retain and purchase again has a greater impact on the enterprise
Most types of TOC customers generally follow aidca funnel model (attention interest belief consumption desire action model), which is often used to define the different stages of consumers before consumption, while tob model is bow tie model (the left half is before the customer signs the bill for the first time, the number of customers gradually decreases from touch to sign, showing a funnel shape; the right half is after the customer signs the bill for the first time) In other words, the “blue ocean of revenue” will continue to renew contracts and expand demand after the initial signing. Therefore, in business services, enterprises should pay more attention to customer success, because the customer’s first payment is far from the end of the customer life cycle.
（4） The decision-maker of customer purchase and the user of product are very important to Tuoke
Different from the unified market of users and decision makers faced by TOC enterprises, the decision makers and users faced by tob enterprises are often separated, which makes tob enterprises need to strengthen investment in product publicity, market strategy and marketing mode (for decision makers) while polishing product quality (for users).
4、 The chain of marketing extension is shortened, and the boundary between brand and effect is increasingly blurred
As one of the segmentation scenarios of business services, marketing and sales show a trend of integration, the chain is shortened, the link is moved forward, and the role of social and content is constantly enlarged.
From the perspective of data analysis: with the development of technology, the monitoring of advertising effect is becoming more and more mature. Advertisers increasingly hope to analyze the whole chain from presentation to order, and then to re purchase and re introduction.
From the perspective of Tuoke itself: the boundary between brand and effect has been gradually blurred; marketing Tuoke relies more and more on social communication and content, which makes the relationship between conference, course, live broadcast and marketing Tuoke closer and closer, and even become the marketing standard; advertisers not only pay attention to the purchasing power of single user, but also pay attention to its diffusion power, the link role of CRM is enhanced, and the boundary between CRM and SCRM is blurred .
Want to know more about the business services industry? Click the link to get the full report: http://t.cn/A65OvQUr More reading: application novel coronavirus pneumonia in the field of artificial intelligence business services (PPT) panoramic analysis of the insurance industry: new crown pneumonia epidemic report (download) consumer brand report: finding truth K-12 report: 2017-2018 global digital learning status Demand Gen : manufacturers expand digital conversion to sales and marketing report BCG & China Foreign Trade Trust: China Trust Industry Report 2017 (with download) WTW: 2017 global welfare survey report (with download) people’s Bank of China: questionnaire survey report of urban depositors in the first quarter of 2019 Tencent Research Institute: chicken eating Research Report 2018 data update: human development index and index report Report to PwC: artificial intelligence is expected to contribute 15.7 trillion US dollars to the world economy in 2030 (with report) phocus2017 Outlook: Digital Tourism wechat payment in the next year: 2019 “smart 36 lines” industry development report WBD: 2019 Online Retail Report tmall global cross border consumer insight report: analysis of online consumers after 90 and 95 (with download)
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