服务型品牌好服务定位点的形成机理——海底捞和胖东来的双案例研究

Formation Mechanism of Good-service Positioning of Service Brands:A Dual Case Study of Haidilao and Pangdonglai

通过对海底捞和胖东来公司的双案例研究,揭示了服务型品牌好服务定位点的形成机理,具体内容包括:(1)好服务定位点要求产品、服务、价格、渠道、推广信息等营销要素,形成"服务出色,产品优秀,其他达到顾客可接受水平"的营销模式;(2)"服务出色,产品优秀,其他达到顾客可接受水平"的营销模式,要求构建与其匹配的"一个销售服务的关键流程+其他几个一般流程"的流程模式;(3)"一个销售服务的关键流程+其他几个一般流程"的流程模式,要求形成"快乐工作、高薪酬和利润共享计划的人力资源+一般水平的信息资源+家人式公司氛围的组织资源"的资源形式。同时,比较了与低价定位点形成机理的相同点和差异点,并提出了相应的管理启示。

Based on the dual case study of Haidilao and Pangdonglai？ the formation mechanism of the good-service positioning of service brand is revealed. The content includes： （1）The good-ser-vice positioning requires that the product, service price, channel, information and other marketing elements shape together the marketing model of ＂excellent service, excellent products, and other elements acceptable to customers＂, （2）the marketing model mentioned above requires the development of a matching process model of u one key process of service and sales ＋ several other general processes ＂ , and ③ the matching process model further needs the formation of human capi-tals composed of uhappy and friendly staff, higher wage and profit-sharing program ＋ the gener-al information ＋ the organizational resources of family-style corporate culture＂. At the same time, we compared the similarities and differences of the formation mechanism between low-cost positioning and good-service positioning , and put forward the corresponding management implications.