CAJ | 학술논문

对国外服务品牌相关研究成果进行总结和梳理后发现，对服务品牌的研究要重视服务品牌和产品品牌的差异性；服务品牌的创建和管理要始终贯彻“消费者导向”原则；服务企业的内部各要素对消费者的服务体验施加了重要影响；对重点服务行业典型服务企业的研究非常有必要；国外服务品牌研究模型需进一步在实践中检验其实用性。
대국외복무품패상관연구성과진행총결화소리후발현，대복무품패적연구요중시복무품패화산품품패적차이성；복무품패적창건화관리요시종관철“소비자도향”원칙；복무기업적내부각요소대소비자적복무체험시가료중요영향；대중점복무행업전형복무기업적연구비상유필요；국외복무품패연구모형수진일보재실천중검험기실용성。
The study of service brand abroad focus mainly on the following aspects:firstly,the differ-ence between service brand and product brand;secondly,the consumer's function on the creation and man-agement on service brand;thirdly,the enterprise's internal factors on the service brand;fourthly,the study on the specific service industry;lastly,to establish the model of service brand.The research findings and service brand models have a great significance for promoting the level of China's service brand in theoretical and practical angle.