Research on the Growth Route of the Native Service Brand

摘要

After the review about the growth of the native service enterprises and the relative literatures, the paper defines the conception of the service brand. Based on the comparison with the developed countries, exampling as the commercial bank industry, and researching the service brand growth and the service quality, it finds out the brand growth route and influence factors of the native service brand, establishes the conception model and hypotheses, and carries through the demonstration research.