服务企业员工的品牌建设行为及其培养机制

Employee Brand-building Behaviors in Service Firms and the Fostering Mechanisms

本文认为,员工品牌化是服务企业品牌建设的核心内容。企业应围绕本企业的服务品牌识别,探讨员工品牌建设行为的类型和影响因素,建立以品牌为中心的人力资源管理体系,从员工个人、服务团队、组织氛围三个层面,培育能成功扮演"品牌大使"的员工队伍。

From the customer＇s perspective, service employees are the brand. Employee branding is the core content of brand management in service finns. Service firm should explore the types and antecedents of ＂employee brand-building behaviors＂ based on its brand identity, and establish the brand-centered human resources management system on the individual, team and organization aspects to foster the qualified ＂brand ambassadors＂.