国外服务品牌研究述评

Review of Foreign Service Brand

对国外服务品牌相关研究成果进行总结和梳理后发现,对服务品牌的研究要重视服务品牌和产品品牌的差异性;服务品牌的创建和管理要始终贯彻"消费者导向"原则;服务企业的内部各要素对消费者的服务体验施加了重要影响;对重点服务行业典型服务企业的研究非常有必要;国外服务品牌研究模型需进一步在实践中检验其实用性。

The study of service brand abroad focus mainly on the following aspects： firstly, the difference between service brand and product brand; secondly, the consumer＇s function on the creation and management on service brand; thirdly, the enterprise＇s internal factors on the service on the specific service industry; lastly, to establish the model of service brand. service brand models have a great significance for promoting the level of China＇s and practical angle. brand; fourthly, the study The research findings and service brand in theoretical