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。
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.
出处
《四川教育学院学报》
2012年第12期37-41,共5页
Journal of Sichuan College of Education
基金
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"(CJYKT10-022)的阶段性成果
关键词
服务品牌
产权明晰
品牌内化
brand of service
clear property right
brand internalization
