论企业如何打造服务品牌
论企业如何打造服务品牌
摘 要
品牌产品的占据，引领人们的生活是一个逐渐发展的过程。同样关于品牌的认识和研究，也是逐渐由低潮转为高潮的。第二次世界大战结束之后的一段时期内，对世界许多国家的企业来说，资源严重缺乏，人才难以寻觅。这个时期企业能够改进生产工艺，降低生产成本，提高生产效率，生产出大批量的产品，满足人们因产品极度缺乏而形成的数量上的需求，就会获得竞争优势，获得超额的利润。因而当时的企业重视低成本，高效率，追求规模经济，对品牌的研究还没有引起重视。
本课题的主要目的是规范客户经理、电访员、送货员等，其言行举止、职业道德、文明素养等都在规范之列。特别在企业的服务流程、服务手段、服务标准等方面，更应该有具体的规范。
服务品牌就要打造具有独特性、个性化的品牌名称及其内涵和外延。只有准确定位品牌名称及其内涵和外延，服务品牌的打造才有基础。否则，服务品牌就只能是一个品名，而不是品牌。就像卷烟工业企业的产品，在没有真正成为品牌之前，它只是一个商标、一个名字。
【关键词】服务品牌 服务质量 品牌传播
Abstract
It is a process of progressive development that brand products are occupying and leading our life. Brand awareness and study is also a process which develops from low tide to high tide. After Word II, lots of enterprises are facing the problem of a serious lack of resources and talented people. In this period, if the enterprises could produce large quantities of production by improving manufacturing technique, lowering the products costs and increasing productivity to satisfy the huge demand which resulted from the extreme shortage of products, they will gain the competitive edge and excess profits. This is the reason why the enterprises respect low-cost and high efficiency, as well as pursuit economies of scale, but pay no attention to brand study.
The main aim of the subject is standardizing the demeanor, professional ethics and quality of account managers, telephone interviewers and deliverymen. It is supposed to have specific norms especially on service process, service means and service standards of the company.
Service brand is creating a brand of uniqueness and individuality, not only it’s name but also it’s connotation and denotation. Only by accurately positioning the brand name and it’s connotation and denotation, the creating of service brand has its foundation, or else the service brand can only be a name on it, but not a meaningful brand. Like cigarette products of industrial enterprises, it is just a trademark and a name before it becomes a real brand.
【Key words】Service brand; quality of service; brand communication
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