渠道服务品牌、建设路径及其优化措施

The Brand,Construction Route and Optimization Measures of Channel Service

基于SERVQUAL量表的调查结果,研究发现渠道服务品牌的可靠性、关联性是中间商关注的重点,而在渠道服务品牌的响应性、有形性等方面,国内许多企业都大有改进,并开始向国外企业看齐。因此,对渠道服务品牌进行战略性规划、为渠道服务品牌提供必要的支撑,并将渠道服务品牌内涵中的服务质量或水平作为渠道考核与激励的关键性指标便成为企业渠道管理应当关注的重点。

Based on the findings of SERVQUAL scale,the author finds that channel service reliability and empathy is the focus of intermediaries.And most of domestic enterprises have made great improvement in terms of channels service brand responsiveness and tangibility.So,strategic planning for channel services brand,providing the necessary support for channel service brand,and taking channel service quality or level as a key indicator for channel evaluation and stimulation is the focus of enterprise channel management.