顾客价值导向的服务品牌构建路径研究

顾客价值需求是服务品牌构建的源点,服务品牌中的价值感知、传播、让渡和传递等关键维度应与顾客价值需求密切相关,基于顾客价值的服务品牌构建的路径包括:确立以品牌为核心的企业愿景和价值;从顾客视角出发进行品牌规划;建立服务品牌战略;360度服务品牌整合营销传播计划与执行;完善服务品牌资产评估系统;持续投资服务品牌。

Study of the Customer-value-oriented Route Construction for Service Brand

The needs of customer value form the origin of service brand construction.All the key latitudes of service brand including value perception,value spread,value concession and value transmission should be closely related to the needs of customer value.The routes for service brand based on the perspective of customer value are put forward as follows:establishing the vision and value with the very core of brand,making the brand program on the perspective of customer,working out service brand strategy,planning and implementing integrated marketing of 360 degree service brand,perfecting the evaluation system of service brand property,investing service brand continously.