论服务业的品牌发展趋势:公司品牌化

A Study of the Service Industry's Brand Development Trend:Corporate Branding

本文在追踪服务品牌、公司品牌和公司品牌化等国内外相关文献的基础上,结合多个服务行业品牌管理的典型案例,认为服务品牌管理不能简单套用商品品牌理论。在归类整理服务品牌管理的新主题的基础上,本文指出了现有研究的不足之处,认为公司品牌是服务品牌的发展趋势。以此为基础,本文研究归纳了公司品牌化研究的进展情况,论述了公司品牌化的特殊性,阐述了公司品牌化的实现路径,并提出了下一步的研究方向。

Based on tracking the service brand, corporate brand and corporate branding literatures, combined with some typical cases of service industries＇ brand management, this paper points out the inapplicability of applying the commodity brand management theory into service industries directly, and proposes the research inadequacies based on classifying the service brand new themes. Next, further research has shown that the corporate brand is the trend of service brand strategy, thus, the corporate brand research literatures are summarized, and the corporate branding＇s specificity is discussed. Then,the growth path of the corporate brand is constructed. Finally, this paper concludes the main viewpoints, and suggests the future research directions.