基于品牌关系的服务品牌创建研究
发布时间：2018-11-25 21:34
【摘要】： 服务业将成为我国经济发展的未来重点。而传统制造业与农业原有增值模式正在被以服务为焦点的新模式所代替。同时,外国服务品牌在我国“遍地开花”并有进一步扩大的趋势,而我国服务品牌却由于种种原因发展缓慢,甚至有不景气的迹象。因此,如何挖掘我国服务业的潜力,促进服务业的发展,并打造出自己的服务品牌成为当下我国服务业发展的一个重大课题。本文利用文献分析法、案例分析法、定性与定量分析结合的方法,在充分吸收和借鉴现有理论研究成果的基础上,着重研究了从品牌关系角度创建服务品牌的问题。本文的主要研究内容有: 1.相关理论概述。对品牌关系的概念和形成基础、品牌关系质量、服务定义与特征等相关理论以及服务品牌创建的研究现状进行了系统介绍,提出了基于品牌关系创建服务品牌的研究视角,为后面的研究奠定了理论基础。 2.构建了本文的服务品牌创建整合模型,并基于此,深入研究了服务品牌创建问题。在对前人相关理论定性分析的基础上,建立了服务品牌创建机理模型和品牌关系动态模型,并将二者进行有效整合,构建了本文的服务品牌创建整合模型,基于此,进一步研究了服务品牌创建问题。 3.建立了品牌关系质量(BRQ)测量指标体系。在总结现有文献研究的基础上,结合服务的特性,建立了品牌关系质量测量指标体系,并给出了基于该指标体系和模糊Petri网理论的BRO测量模型。本文还对模型进行了进一步的应用举例,验证了模型的可行性。 4.服务品牌创建案例分析。对中国移动“动感地带”品牌创建的案例进行定性分析,从实际角度验证模型的应用价值。
[Abstract]:Service industry will become the future focus of our country's economic development. The traditional manufacturing and agricultural value-added model is being replaced by the new model focusing on services. At the same time, the foreign service brand has the tendency of "blooming everywhere" in our country, but the service brand of our country develops slowly for various reasons, even has the sign of depression. Therefore, how to tap the potential of our service industry, promote the development of the service industry, and create their own service brand has become a major issue in the development of our service industry. Based on the methods of literature analysis, case analysis, qualitative and quantitative analysis, and on the basis of absorbing and referring to the existing theoretical research results, this paper focuses on the establishment of service brand from the perspective of brand relationship. The main contents of this paper are as follows: 1. Summary of relevant theories. This paper systematically introduces the concept and foundation of brand relationship, the quality of brand relationship, the definition and characteristics of service, and the research status of service brand, and puts forward the research perspective of building service brand based on brand relationship. It lays a theoretical foundation for the later research. 2. This paper constructs the service brand creation integration model, and based on this, deeply studies the service brand creation problem. On the basis of qualitative analysis of related theories of predecessors, this paper establishes the service brand creation mechanism model and the brand relationship dynamic model, and integrates the two models effectively, constructs the service brand creation integration model in this paper, based on this, The problem of service brand creation is further studied. 3. The (BRQ) measurement index system of brand relationship quality is established. On the basis of summarizing the existing literatures and combining the characteristics of service, the index system of brand relationship quality measurement is established, and the BRO measurement model based on this index system and fuzzy Petri net theory is given. Further application examples are given to verify the feasibility of the model. 4. Service brand creation case analysis. Qualitative analysis is carried out on the case of China Mobile's "moving Zone" brand, and the application value of the model is verified from the practical point of view.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F719;F224
本文编号：2357440
[Abstract]:Service industry will become the future focus of our country's economic development. The traditional manufacturing and agricultural value-added model is being replaced by the new model focusing on services. At the same time, the foreign service brand has the tendency of "blooming everywhere" in our country, but the service brand of our country develops slowly for various reasons, even has the sign of depression. Therefore, how to tap the potential of our service industry, promote the development of the service industry, and create their own service brand has become a major issue in the development of our service industry. Based on the methods of literature analysis, case analysis, qualitative and quantitative analysis, and on the basis of absorbing and referring to the existing theoretical research results, this paper focuses on the establishment of service brand from the perspective of brand relationship. The main contents of this paper are as follows: 1. Summary of relevant theories. This paper systematically introduces the concept and foundation of brand relationship, the quality of brand relationship, the definition and characteristics of service, and the research status of service brand, and puts forward the research perspective of building service brand based on brand relationship. It lays a theoretical foundation for the later research. 2. This paper constructs the service brand creation integration model, and based on this, deeply studies the service brand creation problem. On the basis of qualitative analysis of related theories of predecessors, this paper establishes the service brand creation mechanism model and the brand relationship dynamic model, and integrates the two models effectively, constructs the service brand creation integration model in this paper, based on this, The problem of service brand creation is further studied. 3. The (BRQ) measurement index system of brand relationship quality is established. On the basis of summarizing the existing literatures and combining the characteristics of service, the index system of brand relationship quality measurement is established, and the BRO measurement model based on this index system and fuzzy Petri net theory is given. Further application examples are given to verify the feasibility of the model. 4. Service brand creation case analysis. Qualitative analysis is carried out on the case of China Mobile's "moving Zone" brand, and the application value of the model is verified from the practical point of view.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F719;F224
【引证文献】
相关硕士学位论文 前4条
1 余留洋;电信服务品牌资产驱动因素研究[D];北京邮电大学;2011年
2 黄韵;安防服务企业顾客期望价值构成要素的实证研究[D];辽宁大学;2011年
3 尤佳佳;我国烟草商业企业服务品牌建设研究[D];北京交通大学;2010年
4 张斌;四川烟草服务品牌建设与可持续发展[D];西南财经大学;2011年
，本文编号：2357440
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