商业企业服务品牌建设与经营

在明确服务品牌必须以品牌化的商品为支撑、以个性化的服务为特色、以市场认同为标准、以情感化的营销为载体、以知识化的技能为依托5个基本特征的基础上,阐述了在服务品牌的建设与经营过程中必须考虑的“五要素”及“五度”。提出在现代商业企业培育服务品牌资产、创建良好的服务品牌关系时应该从服务内涵内部化、差异化、建立情感联系、提升服务价值4个战略观点出发,建立商业企业品牌经营的观念,实施以CIS为核心企业形象的策划与宣传,建立以ISO9000为核心的质量管理和质量运行体系。在市场经济的催发下,市场各方主体为了争夺市场份额,抢得生存发展空间,必然产生竞争,为了效益,为了生存而竞争的市场环境使得市场主体创建服务品牌、建设服务品牌,经营品牌成为品牌建设和品牌经营的必然。

Construction and Management of Service Brand in Commercial Enterprises

On the basis of clearly understanding the five basic features of service brand, which include the support of brand commodities, the particular characteristic of individual service, the standard of market acceptance and the carrier of emotion marketing, the explanation is made about the five elements and five degrees that should be taken into account in the construction and manage-ment of service brand. It is presented that modem commercial enterprises should start from four strategic viewpoints involving the interior of service connotation, difference, the establishment of emotion relationship, and the raise of service value during the cultivation of service brand capital and creation of good service brand relationship. It is also suggested that enterprises should set up the concept of commercial enterprise brand management, implement the plans and propaganda of enterprise images centered around CIS, and establish the system of quality management and quality operation with the core of ISO9000. Under the stimulation of the market, different bodies of the market must compete with each other in order to possess more shares of the market and occupy much development space. As a result, such market environment certainly makes it inevitable for the market bodies to create, construct and manage the brand in the construction and management of brand.