顾客视角的服务品牌权益的形成机理

在品牌竞争时代,服务企业的竞争更多表现为品牌竞争,培育服务品牌权益成为服务企业获取竞争优势的重要来源。文中分析了服务企业品牌权益形成的主要因素,并从顾客体验等方面提出了培育服务品牌权益的营销启示。

The Formation Mechanism of Service Brand Equity based-on Customer Perspective

With the advent of the era of brand competition,service brand will become a focus on service firm competition.Cultivating service brand equity is an approach to get competition advantage.It analyzes the key factors of forming service brand equity In the paper.It is also recommended that the service firms must strengthen customer experience and so on in order to culti-vating service brand equity.