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服务品牌创建的路径与策略探索 被引量:2

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摘要 服务的独特性质使得服务性企业创立自主品牌较之产品生产企业更加困难。本文分析了培育服务品牌的理论依据,结合国内外企业成功创建服务品牌的案例,提出了服务企业创建品牌的基本路径与策略。
作者 陈国平
出处 《商场现代化》 北大核心 2008年第28期156-157,共2页
基金 湖北省教育厅科学技术研究项目(Q200711007)
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共引文献97

同被引文献22

  • 1蒋廉雄,卢泰宏.形象创造价值吗?——服务品牌形象对顾客价值—满意—忠诚关系的影响[J].管理世界,2006,22(4):106-114. 被引量:75
  • 2程鸣,吴作民.西方服务品牌研究评介[J].外国经济与管理,2006,28(5):53-60. 被引量:29
  • 3中国饭店连锁发展的品牌化战略探微,http://www.chinaacc.com/new.
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  • 6韩梅.顾客价值导向的服务品牌构建路径研究[J].中央财经大学学报,2007(10):84-90. 被引量:23
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  • 8De Chernatony, Leslie and Susan Cottam, (2005) "Internal Brand Factors Driving Successful Finan- cial Services Brands," European Journal of Marketing 40 (5/6) , 611-633.
  • 9De Chernatony, Leslie and Susan Segal-Horn, (2003) "The Criteria for Successful Services Brands," European Journal of Marketing 37 (7/8) , 1095-1118.
  • 10De Chernatony, Leslie and F. Dall' Olmo Riley, (1999) "Experts' Views About Defining Services Brands and the Principles of Services Branding," Journal of Business Research 46 (2) , 181-192.

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