家政服务企业品牌建设的文化观

Cultural View on the Development of Brand of Domestic Service Enterprises

基于家政服务企业系统未来发展需要,从战略思维、市场力量及竞争优势结合的角度,分析了家政服务企业品牌文化建设的必要性;明确了家政服务企业品牌文化构建标准三维框架;指出了必须把家政服务企业品牌文化建设纳入中长期发展规划、开展有区域习性的家政服务业品牌标准研究中;提出了将家政服务企业文化理念成功转换成企业品牌文化实践建设之办法及政策建议。

Based on the future needs,the thesis is intended to analyze the necessity of the development of brand culture of domestic service enterprises from the perspectives of strategic thinking,market power and competitive advantage. A framework of the brand culture could be established. At last this thesis is to propose to make a long-term developmental planning for the brand culture development,to carry out the research on its regional characteristics,and to transform the idea of brand culture construction into the practice of policy recommendations.