服务企业品牌的培育研究

发布时间：2018-08-08 22:05

【摘要】： 随着世界经济结构及交易方式的不断改变,市场已从产品为主向服务至上转型,服务业也迅速增长。目前我国服务业的发展总体水平仍相对落后,整体竞争力不强,如何提高服务企业的竞争力已成为当务之急。品牌作为企业持续发展的基石,是取得竞争优势的有力武器。但是,在研究界,对于品牌的研究主要集中于有形产品品牌上,而对于服务品牌研究不够,造成服务品牌理论相对滞后。服务品牌由于没有实体产品作为品牌的载体,顾客对服务产品的理解几乎完全是靠品牌。在这样的背景下,本文在文献回顾的基础上提出了一个服务品牌的培育模型,首先,要塑造独特的品牌文化和品牌个性,品牌文化是品牌的价值核心,是企业和消费者共同构建的价值观。品牌个性是品牌文化的集中体现,是相互竞争的品牌间区别的根源;其次,确定品牌文化指导下的服务质量管理。由于服务的无形性、异质性、生产与消费同时进行、易逝性等特点使得企业提供的服务品质难以完全相同,造成顾客感知的服务质量不太稳定,影响顾客对服务品牌的良好感知。因此,对于服务品牌来说,质量控制是关键,要做到这一点必须从员工、有形设施和服务流程三方面入手;再次,塑造服务企业的品牌形象。向消费者传达一种明确、稳定的品牌形象是建立市场竞争优势和取得品牌成功的关键,品牌形象可以通过品牌形象策划(CIS)策略和品牌整合传播策略的实施来塑造。最后,服务企业要考虑品牌长远发展的问题,在品牌经营环境变化不大或变化不足以改变品牌定位与形象时,品牌管理的重点在于继续强化原有的品牌形象,但同时品牌的经营者必须时刻保持对环境变化的警惕性,能够根据变换了环境及时反应,这就要求企业必须具备学习与创新两种能力。总之,服务品牌是一种整合,整合所有能为消费者创造价值的过程,服务品牌也关注全盘,调动企业全方位的力量来提供优异的、独特的品牌价值。通过本文的研究,不仅丰富了服务品牌领域的理论研究内容,也为服务企业的品牌建设提供了指导和建议。
[Abstract]:With the constant change of the world economic structure and trading mode, the market has changed from product-oriented to service-oriented, and the service industry has also grown rapidly. At present, the overall level of service industry development is still relatively backward, the overall competitiveness is not strong, how to improve the competitiveness of service enterprises has become an urgent task. As the cornerstone of sustainable development of enterprises, brand is a powerful weapon to obtain competitive advantage. However, in the field of research, the research on brand is mainly focused on tangible product brand, but the research on service brand is not enough, which results in the theory of service brand lagging behind. Because the service brand does not have the physical product as the brand carrier, the customer's understanding of the service product almost depends on the brand. In this context, this paper puts forward a service brand cultivation model based on literature review. Firstly, to create a unique brand culture and brand personality, brand culture is the core of brand value. It is the values that enterprises and consumers build together. Brand personality is the concentrated embodiment of brand culture and the root of the difference between brands. Secondly, the service quality management under the guidance of brand culture is determined. Due to the intangibility, heterogeneity, simultaneous production and consumption, perishable and so on, the service quality provided by enterprises is difficult to be identical, and the service quality perceived by customers is not stable. Influence customer's good perception of service brand. Therefore, for the service brand, quality control is the key, to do this we must start from three aspects: employees, physical facilities and service process; thirdly, mold the brand image of service enterprises. To convey a clear and stable brand image to consumers is the key to establish market competitive advantage and achieve brand success. Brand image can be molded through the implementation of brand image planning (CIS) strategy and brand integration communication strategy. Finally, the service enterprises should consider the long-term development of the brand. When the brand operating environment changes little or insufficient to change the brand positioning and image, the focus of brand management is to continue to strengthen the original brand image. But at the same time, the brand operators must always keep alert to the environmental change, and be able to respond timely according to the changing environment, which requires enterprises to have the ability of learning and innovation. In a word, the service brand is a kind of integration, all can create the value for the consumer process, the service brand also pays attention to the overall, mobilizes the enterprise omnidirectional strength to provide the outstanding, unique brand value. The research in this paper not only enriches the theoretical research contents in the field of service brand, but also provides guidance and suggestions for the brand construction of service enterprises.
【学位授予单位】：吉林大学
【学位级别】：博士
【学位授予年份】：2008
【分类号】：F273.2;F719

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