基于企业—顾客—利益相关者三方互动的服务品牌资产研究:一个分析框架

Research on Service Brand Asset based on the Enterprise-Customers-Stakeholders Trichotomy Interaction:An Analytical Framework

互动是服务企业的根本特性,可将服务企业品牌资产的生成过程视为一个动态开放系统,这一系统以企业-顾客-利益相关者三方互动为输入,通过一定的转换机制生成品牌资产,并不断向三方动态输出品牌价值。这一开放系统即构成了基于企业、顾客与利益相关者三方互动的服务品牌资产理论分析框架。

Interaction refers to the mutual action and influence between various objects;witch is the most obvious feature of service industry.This article points out that the interaction among enterprise,customers,and stakeholders is the root causes of the generation of service brand equity and the growth and decline of brand value.After reviewing the recent findings of service brand equity researches and related researches,this article constructs a service brand equity theoretical model based on the active enterprise-customers-stakeholders triadic interaction.