金融企业的服务品牌内化研究

The Research of Service Brand Internalization In Financial Enterprise

服务品牌内化研究是当前服务品牌研究领域的热门话题。金融企业通过构建基于机制设计下的服务品牌内化模型,能够有效地确定目标市场,进行品牌定位,实现品牌承诺和价值主张,激发员工参与行为,培养客户的忠诚度,实现获利战略目标。论文在研究前人成果的基础上,创新性的提出了"三维客户价值体验公式"、服务品牌构建路径、服务品牌内化"六力"假设模型、基于机制设计理论的服务品牌内化模型,为下一步的品牌内化研究提供了初步的理论模型,并对中国金融企业,以及其他企业服务品牌建设有着较高的实践意义。

Currently, service brand internalization becomes a hot topic in research field. Financial enterprises, by building service brand internalization model, can effectively define target market, make brand positioning, realize pledge and advocated value, stimulate staff par-ticipation, cultivate customer loyalty, and finally achieve strategic goal of making-profit.The paper innovatively proposes ＂Three Dimensions Customer Value Experience Formula, service brand construction path, and so on, to provide preliminary theory model for further research.Its innovative theory model is of practical significance for Chinese financial enterprises.