国外服务品牌研究述评

摘要

The study of service brand abroad focus mainly on the following aspects:firstly,the differ-ence between service brand and product brand;secondly,the consumer's function on the creation and man-agement on service brand;thirdly,the enterprise's internal factors on the service brand;fourthly,the study on the specific service industry;lastly,to establish the model of service brand.The research findings and service brand models have a great significance for promoting the level of China's service brand in theoretical and practical angle.%对国外服务品牌相关研究成果进行总结和梳理后发现，对服务品牌的研究要重视服务品牌和产品品牌的差异性；服务品牌的创建和管理要始终贯彻“消费者导向”原则；服务企业的内部各要素对消费者的服务体验施加了重要影响；对重点服务行业典型服务企业的研究非常有必要；国外服务品牌研究模型需进一步在实践中检验其实用性。