多角色下的服务系统品牌建设方法研究——以广州白云机场为例

Brand Construction Method for Multiple Roles Service System:A Case Study of Guangzhou Baiyun International Airport

随着服务经济的发展,服务品牌建设引起学界的广泛关注。建设服务品牌涉及企业、员工和顾客多个角色,因此服务系统变得尤为复杂。在此背景下,服务系统中服务品牌整体性与个性化之间的矛盾突显。以广州白云机场服务品牌构建为例,探索多角色下复杂服务品牌系统建设的方法。一是建立服务品牌的一致性,即根据品牌价值点,总结品牌内涵,建设总品牌;二是根据总品牌的理念核心构建出服务系统,确定服务系统的层级和服务角色,建设子品牌。以期通过系统的方法解决服务品牌建设中整体性与个性化之间的矛盾。本文的创新点在于探索出复杂服务品牌构建的方法,让品牌系统在企业内外部达成认知统一。

With the development of the service economy,the construction of service brands has attracted widespread attention in the academic circles.Building a service brand involves multiple roles of the enterprise,employees and customers,so the service system becomes particularly complex.In this context,the contradiction between the integrity and individualization of the service brand in the service system is prominent.This paper takes the construction of Guangzhou Baiyun Airport service brand as an example,and explores the method of building a complex service brand system under multiple roles.The first is to establish the consistency of the service brand,that is,according to the brand value,summarize the brand connotation and build the overall brand.The second is to build a service system based on the concept core of the main brand,determine the level and service role of the service system,and build sub-brands.In order to solve the contradiction between integrity and individuality in the construction of service brand through a systematic method.The innovation of this paper is to explore the method of building complex service brand,so that the brand system can achieve cognitive unity inside and outside the enterprise.