试论服务企业的形象定位

On the Problems of Images in Service Enterprises

服务产品是有与一般物质产品不同的特点，要求服务企业通过树立良好的企业形象使服务有形化，服务企业面临来自服务企业之间，工商企业、产品与“自我服务”，以及国际市场竞争的威胁，亦要求服务企业通过形象定位来突出企业的服务特色，使服务差别化、特色化。为此，企业应选择正确的定位方向、定位策略及显示形象定位的方式方法。

Abstract Service products are different from common meterial goods. Service Products might help service enterprises are faced with the threat of business enterprises, products and 'self-service and the competition in the international market. Service enterprises must push themselves forward about service characteristics by their fixed images. So, any enterprises should select a proper fixed direction, fixed tactics and fixed method for their images.