审美文化视野下的服务品牌建设
发布时间：2018-07-14 10:27
【摘要】：品牌是市场竞争的制高点。随着中国服务业的快速发展,服务品牌建设在服务业的各个领域都受到了高度重视。海尔集团的“真诚到永远”、一汽集团“感动服务”、招商银行“金葵花服务”等众多优秀的服务品牌无一不闪现出服务品牌的独特光彩。但总体上,我国服务品牌的建设尚处于起步阶段,在理念、体制、技术等方面存在着许多问题,这些问题亟待解决。服务品牌建设中存在审美维度上的缺失,包括服务之美的开掘力、表现力、感染力不足等问题,严重地影响了服务品牌的层次提升,制约了服务业的发展。 美的规律,应该是人类社会实践所遵循的基本规律。本文认为：美,是服务品牌固有属性；审美,是服务品牌建设的最高境界。在日常生活审美化的今天,人与人之间的沟通、交往日益频繁,自觉地按照美的规律进行服务品牌建设,是提升中国服务业总体竞争力的有效途径。 论文分为以下几个部分： 引言。在审美文化视域下,探究服务品牌的审美之核,剖析中国服务品牌的审美缺失,以美的规律为指导,提出中国服务品牌的多层面、全链条审美化建设的方向和策略。 第一章：服务品牌的内涵体系。在对服务品牌的内涵、价值体系、结构框架进行了全面论述的基础上,着重分析服务品牌的内在审美属性,阐释按照美的规律进行服务品牌的审美化建设的意义。 第二章：服务品牌的审美缺失。在概述服务业发展和服务品牌建设总体状况的基础上,对服务品牌发展面临的问题进行梳理并阐释。本文认为,审美缺失是服务品牌魅力不足、价值不高的重要原因,在服务品牌建设中缺乏人本化、系统化、现代化的建设策略。 第三章：服务品牌的审美化建设策略。按照服务品牌的结构框架,对服务品牌的理念、行为和形象的审美化建设提出具体的策略建议。本文认为,服务品牌建设,要切实贯彻以人为本的理念,彰显人性关怀,展现人文之美；重点推进服务规范化、系统化,建构服务品牌的行为识别体系,为消费者创造完美的服务体验；本文在对形式美的空间、品牌名称、品牌色调等要素进行分析的基础上,提出实施品牌Ⅵ建设,打造富有魅力的品牌形象。 结语。对本文主要观点进行总结,在审美视野下进行服务品牌建设,使服务成为合目的性与合规律性统一的综合性活动,体现出自然美、社会美、人文美。服务品牌建设是一项具有重要理论和实践价值的课题,本文仅从服务品牌建设大的思路上进行了思考,大量细节问题需要更深入研究。
[Abstract]:Brand is the commanding point of market competition. With the rapid development of China's service industry, service brand building has been attached great importance in all fields of service industry. Haier Group's "sincerity to everlasting", FAW Group "moving service", China Merchants Bank "Golden Sunflower Service" and many other excellent service brands all flashed out the unique brilliance of service brand. But on the whole, the construction of service brand in our country is still in the initial stage, there are many problems in concept, system, technology and so on, which need to be solved urgently. The lack of aesthetic dimension in service brand construction, including the service of the United States of excavation, expressiveness, lack of appeal and other problems, seriously affected the level of service brand upgrading, restricting the development of the service industry. The law of beauty should be the basic law followed by the practice of human society. This paper holds that beauty is the inherent attribute of service brand and aesthetics is the highest state of service brand construction. In today's aestheticized daily life, the communication and communication between people are becoming more and more frequent. It is an effective way to promote the overall competitiveness of Chinese service industry to build service brand consciously according to the law of beauty. The paper is divided into the following parts: introduction. From the perspective of aesthetic culture, this paper explores the aesthetic core of service brand, analyzes the aesthetic deficiency of Chinese service brand, and, guided by the law of beauty, puts forward the direction and strategy for the construction of multi-level and all-chain aesthetic appreciation of Chinese service brand. Chapter one: the connotation system of service brand. On the basis of a comprehensive discussion of the connotation, value system and structure framework of service brand, this paper analyzes the intrinsic aesthetic attributes of service brand and explains the significance of aesthetic construction of service brand according to the law of beauty. Chapter two: aesthetic deficiency of service brand. On the basis of summarizing the general situation of service industry development and service brand construction, the problems facing service brand development are combed out and explained. This paper holds that the lack of aesthetics is an important reason for the lack of charm and value of service brands, and the lack of humanistic, systematic and modern construction strategies in the construction of service brands. The third chapter: service brand aesthetic construction strategy. According to the structure frame of service brand, the paper puts forward some specific suggestions on the construction of service brand's concept, behavior and image. This paper holds that the construction of service brand should carry out the concept of "people-oriented", show the concern of human nature, show the beauty of humanity, and promote the standardization and systematization of service, so as to construct the behavior identification system of service brand. On the basis of analyzing the space of formal beauty, brand name, brand tone and other factors, this paper puts forward the implementation of brand 鈪，
本文编号：2121352
[Abstract]:Brand is the commanding point of market competition. With the rapid development of China's service industry, service brand building has been attached great importance in all fields of service industry. Haier Group's "sincerity to everlasting", FAW Group "moving service", China Merchants Bank "Golden Sunflower Service" and many other excellent service brands all flashed out the unique brilliance of service brand. But on the whole, the construction of service brand in our country is still in the initial stage, there are many problems in concept, system, technology and so on, which need to be solved urgently. The lack of aesthetic dimension in service brand construction, including the service of the United States of excavation, expressiveness, lack of appeal and other problems, seriously affected the level of service brand upgrading, restricting the development of the service industry. The law of beauty should be the basic law followed by the practice of human society. This paper holds that beauty is the inherent attribute of service brand and aesthetics is the highest state of service brand construction. In today's aestheticized daily life, the communication and communication between people are becoming more and more frequent. It is an effective way to promote the overall competitiveness of Chinese service industry to build service brand consciously according to the law of beauty. The paper is divided into the following parts: introduction. From the perspective of aesthetic culture, this paper explores the aesthetic core of service brand, analyzes the aesthetic deficiency of Chinese service brand, and, guided by the law of beauty, puts forward the direction and strategy for the construction of multi-level and all-chain aesthetic appreciation of Chinese service brand. Chapter one: the connotation system of service brand. On the basis of a comprehensive discussion of the connotation, value system and structure framework of service brand, this paper analyzes the intrinsic aesthetic attributes of service brand and explains the significance of aesthetic construction of service brand according to the law of beauty. Chapter two: aesthetic deficiency of service brand. On the basis of summarizing the general situation of service industry development and service brand construction, the problems facing service brand development are combed out and explained. This paper holds that the lack of aesthetics is an important reason for the lack of charm and value of service brands, and the lack of humanistic, systematic and modern construction strategies in the construction of service brands. The third chapter: service brand aesthetic construction strategy. According to the structure frame of service brand, the paper puts forward some specific suggestions on the construction of service brand's concept, behavior and image. This paper holds that the construction of service brand should carry out the concept of "people-oriented", show the concern of human nature, show the beauty of humanity, and promote the standardization and systematization of service, so as to construct the behavior identification system of service brand. On the basis of analyzing the space of formal beauty, brand name, brand tone and other factors, this paper puts forward the implementation of brand 鈪，
本文编号：2121352
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