| 服务品牌化问题研究综述——兼论中国服务品牌培育 |
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| 引用本文： | 王勇术,陈晓琴.服务品牌化问题研究综述——兼论中国服务品牌培育[J].四川教育学院学报,2012(12):37-41. |
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| 作者姓名： | 王勇术 陈晓琴 |
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| 作者单位： | [1]成都师范学院经济贸易系,成都611130 [2]四川化工工程学校,成都610041 |
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| 基金项目： | 本文是四川教育学院2010年度课题“我国西部农村人力资源开发与利用体系研究”（CJYKTl0-022）的阶段性成果 |
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| 摘 要： | 服务品牌化问题受到学术界关注是从上世纪80年代开始的，但其理论仍不成熟。相对其他国家，我国的服务品牌理论又具有滞后性，主要存在概念界定不统一、障碍探析不深入和培育对策操作性差等问题。未来，我国服务品牌建设的路径选择有三个方面必须重视：一是注重服务品牌培育价值导向的科学性；二是注重服务品牌资产产权明晰化；三是注重服务品牌内化过程中员工的参与性。
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| 关 键 词： | 服务品牌 产权明晰 品牌内化 |
Research Review on Service Brand： On Cultivation of China Service Brand |
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| Institution: | WANG Yong - shu, CHEN Xiao - qin ( 1 Departnent of Economy and Trade, Chengdu Normal University, Chengdu 611130, China; 2 Sichuan Chemical Engineering School, Chengdu 610041, China) |
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| Abstract: | The problem of service brand has aroused the academic circles＇attention since the 80s of last century, but its theory is still immature. Compared with other countries, the delay of China~ service brand theory is greater, the prob- lems of due to non- uniformed concept definition, non- deepening barrier exploration and poor operation of countermeas- ures. In the future, three aspects of path selection in building our country~ service brand must be paid attention to： the scientific nature of value orientation of cultivating service brand; the clear property right of service brand assets; employ- ees＂ participation in the service brand internalization process. |
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| Keywords: | brand of service clear property right brand internalization |
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