【摘要】：品牌是市場競爭的制高點(diǎn)。隨著中國服務(wù)業(yè)的快速發(fā)展,服務(wù)品牌建設(shè)在服務(wù)業(yè)的各個(gè)領(lǐng)域都受到了高度重視。海爾集團(tuán)的“真誠到永遠(yuǎn)”、一汽集團(tuán)“感動(dòng)服務(wù)”、招商銀行“金葵花服務(wù)”等眾多優(yōu)秀的服務(wù)品牌無一不閃現(xiàn)出服務(wù)品牌的獨(dú)特光彩。但總體上,我國服務(wù)品牌的建設(shè)尚處于起步階段,在理念、體制、技術(shù)等方面存在著許多問題,這些問題亟待解決。服務(wù)品牌建設(shè)中存在審美維度上的缺失,包括服務(wù)之美的開掘力、表現(xiàn)力、感染力不足等問題,嚴(yán)重地影響了服務(wù)品牌的層次提升,制約了服務(wù)業(yè)的發(fā)展。 美的規(guī)律,應(yīng)該是人類社會(huì)實(shí)踐所遵循的基本規(guī)律。本文認(rèn)為：美,是服務(wù)品牌固有屬性；審美,是服務(wù)品牌建設(shè)的最高境界。在日常生活審美化的今天,人與人之間的溝通、交往日益頻繁,自覺地按照美的規(guī)律進(jìn)行服務(wù)品牌建設(shè),是提升中國服務(wù)業(yè)總體競爭力的有效途徑。 論文分為以下幾個(gè)部分： 引言。在審美文化視域下,探究服務(wù)品牌的審美之核,剖析中國服務(wù)品牌的審美缺失,以美的規(guī)律為指導(dǎo),提出中國服務(wù)品牌的多層面、全鏈條審美化建設(shè)的方向和策略。 第一章：服務(wù)品牌的內(nèi)涵體系。在對(duì)服務(wù)品牌的內(nèi)涵、價(jià)值體系、結(jié)構(gòu)框架進(jìn)行了全面論述的基礎(chǔ)上,著重分析服務(wù)品牌的內(nèi)在審美屬性,闡釋按照美的規(guī)律進(jìn)行服務(wù)品牌的審美化建設(shè)的意義。 第二章：服務(wù)品牌的審美缺失。在概述服務(wù)業(yè)發(fā)展和服務(wù)品牌建設(shè)總體狀況的基礎(chǔ)上,對(duì)服務(wù)品牌發(fā)展面臨的問題進(jìn)行梳理并闡釋。本文認(rèn)為,審美缺失是服務(wù)品牌魅力不足、價(jià)值不高的重要原因,在服務(wù)品牌建設(shè)中缺乏人本化、系統(tǒng)化、現(xiàn)代化的建設(shè)策略。 第三章：服務(wù)品牌的審美化建設(shè)策略。按照服務(wù)品牌的結(jié)構(gòu)框架,對(duì)服務(wù)品牌的理念、行為和形象的審美化建設(shè)提出具體的策略建議。本文認(rèn)為,服務(wù)品牌建設(shè),要切實(shí)貫徹以人為本的理念,彰顯人性關(guān)懷,展現(xiàn)人文之美；重點(diǎn)推進(jìn)服務(wù)規(guī)范化、系統(tǒng)化,建構(gòu)服務(wù)品牌的行為識(shí)別體系,為消費(fèi)者創(chuàng)造完美的服務(wù)體驗(yàn)；本文在對(duì)形式美的空間、品牌名稱、品牌色調(diào)等要素進(jìn)行分析的基礎(chǔ)上,提出實(shí)施品牌Ⅵ建設(shè),打造富有魅力的品牌形象。 結(jié)語。對(duì)本文主要觀點(diǎn)進(jìn)行總結(jié),在審美視野下進(jìn)行服務(wù)品牌建設(shè),使服務(wù)成為合目的性與合規(guī)律性統(tǒng)一的綜合性活動(dòng),體現(xiàn)出自然美、社會(huì)美、人文美。服務(wù)品牌建設(shè)是一項(xiàng)具有重要理論和實(shí)踐價(jià)值的課題,本文僅從服務(wù)品牌建設(shè)大的思路上進(jìn)行了思考,大量細(xì)節(jié)問題需要更深入研究。
[Abstract]:Brand is the commanding point of market competition. With the rapid development of China's service industry, service brand building has been attached great importance in all fields of service industry. Haier Group's "sincerity to everlasting", FAW Group "moving service", China Merchants Bank "Golden Sunflower Service" and many other excellent service brands all flashed out the unique brilliance of service brand. But on the whole, the construction of service brand in our country is still in the initial stage, there are many problems in concept, system, technology and so on, which need to be solved urgently. The lack of aesthetic dimension in service brand construction, including the service of the United States of excavation, expressiveness, lack of appeal and other problems, seriously affected the level of service brand upgrading, restricting the development of the service industry. The law of beauty should be the basic law followed by the practice of human society. This paper holds that beauty is the inherent attribute of service brand and aesthetics is the highest state of service brand construction. In today's aestheticized daily life, the communication and communication between people are becoming more and more frequent. It is an effective way to promote the overall competitiveness of Chinese service industry to build service brand consciously according to the law of beauty. The paper is divided into the following parts: introduction. From the perspective of aesthetic culture, this paper explores the aesthetic core of service brand, analyzes the aesthetic deficiency of Chinese service brand, and, guided by the law of beauty, puts forward the direction and strategy for the construction of multi-level and all-chain aesthetic appreciation of Chinese service brand. Chapter one: the connotation system of service brand. On the basis of a comprehensive discussion of the connotation, value system and structure framework of service brand, this paper analyzes the intrinsic aesthetic attributes of service brand and explains the significance of aesthetic construction of service brand according to the law of beauty. Chapter two: aesthetic deficiency of service brand. On the basis of summarizing the general situation of service industry development and service brand construction, the problems facing service brand development are combed out and explained. This paper holds that the lack of aesthetics is an important reason for the lack of charm and value of service brands, and the lack of humanistic, systematic and modern construction strategies in the construction of service brands. The third chapter: service brand aesthetic construction strategy. According to the structure frame of service brand, the paper puts forward some specific suggestions on the construction of service brand's concept, behavior and image. This paper holds that the construction of service brand should carry out the concept of "people-oriented", show the concern of human nature, show the beauty of humanity, and promote the standardization and systematization of service, so as to construct the behavior identification system of service brand. On the basis of analyzing the space of formal beauty, brand name, brand tone and other factors, this paper puts forward the implementation of brand 鈪，

本文編號(hào)：2121352