服务品牌驱动的企业组织的解析与实现

The service brand actuation enterprise organizes analysis and realization

服务品牌，是指在市场经济条件下，从市场竞争中脱颖而出，得到社会公众认可，受到法律保护，能够产生巨大效应的服务产品品牌、服务商标和服务商号。服务品牌就是客户满意程度，直接取决于一线的服务水平，取决于一线服务人员的素质。客户关系管理是服务品牌建设的重要途径。客户关系管理（CRM）旨在尽可能地满足每客户的特殊需求，进行一对一的个性化服务，企业才能提高竞争力。每客户对企业的价值也是不同的，通过满足每个客户的特殊需求，特别是满足重要客户的特殊需求，企业可与每个客户建立起长期稳定的关系，企业的每一次交易都使得这种关系更加稳固，从而使企业在同客户长期交往中获得更多的利润。

The service brand,is refers under the market economy condition,from market competition blooming, obtains the soci ety public acceptance , receives the legal protection, can have the huge effect service product brand, the service trademark and the service company. The service brand is customer satisfaction, is decided directly by a service level, is decided a service personnel＇s quality. The customer relations management is the service brand construction important way. The customer relations manages （CRM） to he for the purpose of satisfying each customer as far as possible the special demand, carries on a pair of personalized service,the enterprise can enhance the competitive power. Each customer to enterprise＇s value also is different, through satisfies each customer the special demand, specially satisfies the important customer the special demand, the enterprise may establish the long--term stability relations with each customer,enterprise＇s each transaction all causes this kind of relations to be stabler, thus causes the enterprise in to obtain more profits with the customer long--term contact in.