学士学位论文 摘要 摘要
本文先就论题所涉及的“服务品牌”进行了界定，综述了服务品牌创建理论；再论述了服务品牌创建的意义和方法；再从二方面说明建材连锁超市服务品牌建设的必要性：拉力――建材行业有巨大的市场机会及超市业态有广阔的发展空间，而当前国内服务品牌的创建处于初级阶段，特别是建材业，是服务品牌建设的契机；推力――1、面临残酷的竞争，服务品牌创建是挑战也是突围的机会。2、建材超市的服务有其特殊性，相比于一般超市，其作为服务的产品以及其他的服务环节都要求更高的服务质量；最后以东方家园为例就建材服务品牌创建的提出一些策略建议。
关键字：服务品牌
建材超市 东方家园 I
学士学位论文 Abstract Abstract
This article firstly defined on the topic about the \reviewed the creation theory of service brand, and then discussed the significance of service brand building about supermarket chain of building materials from the two areas. Rally --1, Building material industry has enormous market opportunities and a broad space for development. 2, the creation of the current domestic service brand is in the early stage, especially the building materials industry, thus this is the opportunity for service brand building; Thrust-- 1, with stiff competition, the creation of service brand is not only a challenge but also a breakthrough opportunity. 2, compared to the general supermarkets ,the service of building materials supermarkets is unique. Its products and service is demanding higher quality compared with others. And finally take Orient Home as an example to give some advice about service brand creation of building materials supermarkets.
Key words: Service brand, Build materials supermarket, Orient Home
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学士学位论文 目录 目录
1.导论
1.1基本概念的界定································································1 1.1.1服务营销····································································1 1.1.2服务营销的研究现状··························································1 1.1.3服务营销观念与产品营销观念的区别 ···········································2 1.1.4服务品牌····································································3 1.2有关服务品牌创建的文献综述····················································3 1.3本文的研究意义································································4
2.服务品牌创建的意义和方法··············································5
2.1服务品牌创建的意义····························································5 2.1.1服务产品及服务质量的特点决定了服务企业须进行品牌建设·························5 2.1.2品牌创建是服务行业参与市场竞争的利器········································5 2.2服务品牌创建的方法····························································6 2.2.1合理定位服务品牌····························································6 2.2.2建立一个完整服务品牌识别系统················································7 2.2.3整合营销传播服务企业品牌····················································7 2.2.4培养和维护品牌关系以实现品牌忠诚············································7 2.2.5 服务品牌延伸································································8 2.3本章小结·····································································
3.建材超市服务品牌建设的动因············································9
3.1强大的拉力作用································································9 3.1.1建材超市的市场机会··························································9 3.1.1.1建材市场的现状····························································9 3.1.1.2 建材市场容量与发展空间分析················································9 3.1.2建材家居连锁的业态的有广阔发展空间··········································10 3.1.2.1建材家居连锁的业态简介···················································10 3.1.2.2建材家居连锁超市发展现状··················································10 3.2巨大的推力因素································································11 3.2.1 建材超市面临激烈的竞争·····················································11 3.2.2建材超市的特殊性对服务的要求更高············································12 3.2.2.1 自身特点决定其有更多的服务商品和服务过程·································12 3.2.2.2特有的顾客消费行为特征要求更优质的服务····································12 3.3本章小结······································································13
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学士学位论文 目录 4.东方家园服务品牌建设·················································14
4.1东方家园简介·································································14 4.2服务品牌建设··································································14 4.2.1品牌的定位··································································14 4.2.2服务品牌识别系统····························································16 4.2.3整合供应商资源······························································17 4.2.4加强内部营销，培养和维护品牌关系············································18 4.3本章小结······································································18
5.结语··········································································19 致谢·············································································20 参考文献········································································21
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学士学位论文 1 导论 1.导论
1.1基本概念的界定
对于服务品牌，目前有两种观点：一是认为即是服务企业的品牌，二是认为其是与产品相对的服务这种特殊的商品所具有的品牌。这两种观点用于解释本文论题所涉及的服务品牌，我认为都不够全面，所以我先联系服务营销的概念对本文所指服务品牌作出界定。
1.1.1服务营销
理论界对服务营销(Services Marketing)的研究始于20世纪70年代，其背景是20世纪60年代以来世界范围内服务产业的快速发展。服务营销是指“依靠服务质量来获得顾客的良好评价，以口碑的方式吸引、维护和增进与顾客的关系，从而达到营销的目的。” [1] 这样，提供优质服务就成为服务营销的核心内容。
西方市场营销学者试图从不同的角度为服务产品做出定义。有代表性的定义有以几种：克里斯蒂·格鲁诺斯(CistanGornros，1990)为服务下的定义是：“服务是以无形的方式，在顾客与服务人员、有形资源、产品或服务系统之间发生的，可以解决顾客问题的一种或一系列行为。”[2]菲利普 · 科特勒(PhilipKloter，2000)在总结前人的基础上，对服务的定义如下：“服务是一方能够向另一方提供的基本上是无形的任何活动或利益，并且不导致任何所有权的产生。它的生产可能与某种有形产品联系在一起，也可能毫无关联。”[3]
产品与服务的共同点是它们都是用来满足顾客需求的企业提供物，是企业提供给顾客的一系列有形要素与无形要素的组合。不同的是，产品主要由有形要素构成，服务主要由无形要素构成。但事实上，不存在摆脱无形要素的产品，比如肥皂价值构成中也包含着售货员的服务；也不存在摆脱有形要素的服务，即使是无形化程度很高的心理咨询服务，仍需要桌子、椅子等基础设备。因此萧斯塔克认为产品和服务可以沿着一个从有形主导到无形主导的系列进行排序。即“从可感知到不可感知的连续谱系理论”，企业提供物可以按其有形要素和无形要素的主导程度来分为产品和服务。产品指以有形要素为核心产出、无形要素为附加产出的企业提供物，服务就是以无形要素为核心产出、有形要素为附加产出的企业提供物。
相对于服务，服务业是个产业概念，现实中服务业属于或等同于第三产业。服务业与产品制造业的本质区别在哪里。从表面上看，服务业（如酒店、旅游、运输、教育、电信等）为顾客提供的是服务而不是有型的产品。但细究一下，酒店的设施、运输的工具、电信的网络设备又似乎具有某些产品的特征。于是据萧斯塔克的“从可感知到不可感知的连续谱系理论”，现实经济生活中纯粹的有形商品或无形服务都是很少见的。这就把服务业与产品制造业联系起来了。反过来，如果我们把企业生产或提供的产品看作企业为用户提供某一方面服务的媒介，我们似乎又可将普通行业看作服务业。也就是说，服务业与普通行业并没有本质的不同，其区别仅仅在于服务业用于为用户提供服务的媒介是无形的、或虽有形但与他人共用的。因此任何一个以赢利为目标的企业都可归属为服务企业，而任何产品（不论是有形或无形的）都可视为企业向用户提供服务的媒介。
1.1.2服务营销的研究现状
随着服务经济时代的到来，服务品牌建设也日益为人们所重视。戴尔、雅虎、星巴克等品牌
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