中国流通经济
中國流通經濟
중국류통경제
China Business and Market
2015年
3期
94~100
,共null页
品牌 服务品牌 强势品牌 品牌建设 建设路径
品牌 服務品牌 彊勢品牌 品牌建設 建設路徑
품패 복무품패 강세품패 품패건설 건설로경
brand;service brand;strong brand;brand building;building path
经济全球化、服务市场化以及互联网和信息技术的应用，在为我国服务业发展带来前所未有机遇和挑战的同时，也加剧了服务企业之间的竞争，服务品牌建设成为企业竞争的焦点。品牌建设演化至今，其重点已经由注重外部品牌形象塑造转变为品牌关系建立与价值共创。服务品牌建设过程本质上是一个以共创体验为核心的三角关系建设过程，当优质的服务被体验或品牌承诺用与预期一致的方式交付时，就会鼓励消费者致力于与服务提供商建立长期关系。因此，服务品牌建设的路径设计必须在把握品牌内涵演化、建设重点及其发展趋势的基础上，结合服务品牌建设过程的本质以及强势品牌建设的特点进行。具体而言，强势服务品牌创建路径，一是进行战略性品牌分析，二是构建品牌识别，三是提出品牌价值主张与定位，四是做好品牌内化，五是加强品牌传播，六是创造品牌体验，七是开展品牌评估。该路径在理论上具有一定的普遍适用性，但具体实施过程中可能会因服务活动性质、顾客参与程度、服务专业化程度、服务体验类型等方面的不同而有所侧重。
經濟全毬化、服務市場化以及互聯網和信息技術的應用，在為我國服務業髮展帶來前所未有機遇和挑戰的同時，也加劇瞭服務企業之間的競爭，服務品牌建設成為企業競爭的焦點。品牌建設縯化至今，其重點已經由註重外部品牌形象塑造轉變為品牌關繫建立與價值共創。服務品牌建設過程本質上是一箇以共創體驗為覈心的三角關繫建設過程，噹優質的服務被體驗或品牌承諾用與預期一緻的方式交付時，就會鼓勵消費者緻力于與服務提供商建立長期關繫。因此，服務品牌建設的路徑設計必鬚在把握品牌內涵縯化、建設重點及其髮展趨勢的基礎上，結閤服務品牌建設過程的本質以及彊勢品牌建設的特點進行。具體而言，彊勢服務品牌創建路徑，一是進行戰略性品牌分析，二是構建品牌識彆，三是提齣品牌價值主張與定位，四是做好品牌內化，五是加彊品牌傳播，六是創造品牌體驗，七是開展品牌評估。該路徑在理論上具有一定的普遍適用性，但具體實施過程中可能會因服務活動性質、顧客參與程度、服務專業化程度、服務體驗類型等方麵的不同而有所側重。
경제전구화、복무시장화이급호련망화신식기술적응용，재위아국복무업발전대래전소미유궤우화도전적동시，야가극료복무기업지간적경쟁，복무품패건설성위기업경쟁적초점。품패건설연화지금，기중점이경유주중외부품패형상소조전변위품패관계건립여개치공창。복무품패건설과정본질상시일개이공창체험위핵심적삼각관계건설과정，당우질적복무피체험혹품패승낙용여예기일치적방식교부시，취회고려소비자치력우여복무제공상건립장기관계。인차，복무품패건설적로경설계필수재파악품패내함연화、건설중점급기발전추세적기출상，결합복무품패건설과정적본질이급강세품패건설적특점진행。구체이언，강세복무품패창건로경，일시진행전략성품패분석，이시구건품패식별，삼시제출품패개치주장여정위，사시주호품패내화，오시가강품패전파，륙시창조품패체험，칠시개전품패평고。해로경재이론상구유일정적보편괄용성，단구체실시과정중가능회인복무활동성질、고객삼여정도、복무전업화정도、복무체험류형등방면적불동이유소측중。
Economic globalization,service marketing and the internet and information technology application has brought unprecedented opportunities and challenges for the development of service industry in our country,and it also intensified the competition among service enterprises. Service brand building has become the focus of enterprise competition. The focus of brand evolution has been changed from paying attention to external brand image to the establishment of brand relation and the creation of value. The essence of service brand building is the process of building a triangle relation taking common creation as the center. When experiencing the service with high quality or receiving the service in the expected way,customers will be encouraged to establish the long term relation with service providers. So,the path design of service brand building should be based on the understanding of brand evolution,building focus and development trend with the consideration of building essence and the characteristics of building strong brand. Specifically speaking,the building path of strong brand means：first,the analysis of strategic brand;second, the brand identification;third, proposition and positioning of brand value;fourth, brand internalization;fifth,brand communication;sixth,brand experience;and seventh,brand evaluation. This path is theoretically applicable in almost all areas;but it will focus on different aspects depending on the nature of service activities,customers＆#39; participation,the specific level of service and the type of service experience.
