中部城市商贸流通及服务业品牌塑造与差异化发展探讨——以服务外包园区为例

On Commerce Circulation and Branding of Service Industry in Central Cities and Differentiated Development

服务外包园区是现代服务业的聚集区,是吸引人流、物流、商流的重要载体。中部国家级服务外包示范城市合肥、南昌、武汉、长沙正处在成长阶段,但品牌塑造未引起政府、产业组织和服务型企业足够的重视。充分认识服务外包品牌发展趋势与效应,创建服务外包"中部品牌",是中部大中城市面临的新挑战,本文从服务外包差异化发展的角度探讨了服务外包园区品牌塑造的趋势、效应和条件,并提出了相应的对策建议。

As a cluster area of modern service industry, service outsourcing parks, is an important carrier for at- tracting a stream of people, logistics and commerce circulation and closely connected with commerce circulation and the development of service industry. These central state-level service outsourcing model cities such as Hefei, Nan- chang, Changsha and Wuhan are in the growth stage, but branding does not arouse the attention from the government, industrial organization and service-oriented enterprises. It is a new challenge for central cities to have a full under- standing of tendency and effect of commerce circulation and outsourcing branding and to create their own brands. This paper, taking service outsourcing parks as an example, explores the branding and differentiated development, and puts forward corresponding countermeasures.