【摘要】： 服務(wù)業(yè)將成為我國(guó)經(jīng)濟(jì)發(fā)展的未來(lái)重點(diǎn)。而傳統(tǒng)制造業(yè)與農(nóng)業(yè)原有增值模式正在被以服務(wù)為焦點(diǎn)的新模式所代替。同時(shí),外國(guó)服務(wù)品牌在我國(guó)“遍地開(kāi)花”并有進(jìn)一步擴(kuò)大的趨勢(shì),而我國(guó)服務(wù)品牌卻由于種種原因發(fā)展緩慢,甚至有不景氣的跡象。因此,如何挖掘我國(guó)服務(wù)業(yè)的潛力,促進(jìn)服務(wù)業(yè)的發(fā)展,并打造出自己的服務(wù)品牌成為當(dāng)下我國(guó)服務(wù)業(yè)發(fā)展的一個(gè)重大課題。本文利用文獻(xiàn)分析法、案例分析法、定性與定量分析結(jié)合的方法,在充分吸收和借鑒現(xiàn)有理論研究成果的基礎(chǔ)上,著重研究了從品牌關(guān)系角度創(chuàng)建服務(wù)品牌的問(wèn)題。本文的主要研究?jī)?nèi)容有: 1.相關(guān)理論概述。對(duì)品牌關(guān)系的概念和形成基礎(chǔ)、品牌關(guān)系質(zhì)量、服務(wù)定義與特征等相關(guān)理論以及服務(wù)品牌創(chuàng)建的研究現(xiàn)狀進(jìn)行了系統(tǒng)介紹,提出了基于品牌關(guān)系創(chuàng)建服務(wù)品牌的研究視角,為后面的研究奠定了理論基礎(chǔ)。 2.構(gòu)建了本文的服務(wù)品牌創(chuàng)建整合模型,并基于此,深入研究了服務(wù)品牌創(chuàng)建問(wèn)題。在對(duì)前人相關(guān)理論定性分析的基礎(chǔ)上,建立了服務(wù)品牌創(chuàng)建機(jī)理模型和品牌關(guān)系動(dòng)態(tài)模型,并將二者進(jìn)行有效整合,構(gòu)建了本文的服務(wù)品牌創(chuàng)建整合模型,基于此,進(jìn)一步研究了服務(wù)品牌創(chuàng)建問(wèn)題。 3.建立了品牌關(guān)系質(zhì)量(BRQ)測(cè)量指標(biāo)體系。在總結(jié)現(xiàn)有文獻(xiàn)研究的基礎(chǔ)上,結(jié)合服務(wù)的特性,建立了品牌關(guān)系質(zhì)量測(cè)量指標(biāo)體系,并給出了基于該指標(biāo)體系和模糊Petri網(wǎng)理論的BRO測(cè)量模型。本文還對(duì)模型進(jìn)行了進(jìn)一步的應(yīng)用舉例,驗(yàn)證了模型的可行性。 4.服務(wù)品牌創(chuàng)建案例分析。對(duì)中國(guó)移動(dòng)“動(dòng)感地帶”品牌創(chuàng)建的案例進(jìn)行定性分析,從實(shí)際角度驗(yàn)證模型的應(yīng)用價(jià)值。
[Abstract]:Service industry will become the future focus of our country's economic development. The traditional manufacturing and agricultural value-added model is being replaced by the new model focusing on services. At the same time, the foreign service brand has the tendency of "blooming everywhere" in our country, but the service brand of our country develops slowly for various reasons, even has the sign of depression. Therefore, how to tap the potential of our service industry, promote the development of the service industry, and create their own service brand has become a major issue in the development of our service industry. Based on the methods of literature analysis, case analysis, qualitative and quantitative analysis, and on the basis of absorbing and referring to the existing theoretical research results, this paper focuses on the establishment of service brand from the perspective of brand relationship. The main contents of this paper are as follows: 1. Summary of relevant theories. This paper systematically introduces the concept and foundation of brand relationship, the quality of brand relationship, the definition and characteristics of service, and the research status of service brand, and puts forward the research perspective of building service brand based on brand relationship. It lays a theoretical foundation for the later research. 2. This paper constructs the service brand creation integration model, and based on this, deeply studies the service brand creation problem. On the basis of qualitative analysis of related theories of predecessors, this paper establishes the service brand creation mechanism model and the brand relationship dynamic model, and integrates the two models effectively, constructs the service brand creation integration model in this paper, based on this, The problem of service brand creation is further studied. 3. The (BRQ) measurement index system of brand relationship quality is established. On the basis of summarizing the existing literatures and combining the characteristics of service, the index system of brand relationship quality measurement is established, and the BRO measurement model based on this index system and fuzzy Petri net theory is given. Further application examples are given to verify the feasibility of the model. 4. Service brand creation case analysis. Qualitative analysis is carried out on the case of China Mobile's "moving Zone" brand, and the application value of the model is verified from the practical point of view.
【學(xué)位授予單位】：山東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類(lèi)號(hào)】：F273.2;F719;F224

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前4條

1 余留洋;電信服務(wù)品牌資產(chǎn)驅(qū)動(dòng)因素研究[D];北京郵電大學(xué);2011年

2 黃韻;安防服務(wù)企業(yè)顧客期望價(jià)值構(gòu)成要素的實(shí)證研究[D];遼寧大學(xué);2011年

3 尤佳佳;我國(guó)煙草商業(yè)企業(yè)服務(wù)品牌建設(shè)研究[D];北京交通大學(xué);2010年

4 張斌;四川煙草服務(wù)品牌建設(shè)與可持續(xù)發(fā)展[D];西南財(cái)經(jīng)大學(xué);2011年

，

本文編號(hào)：2357440