学位论文--论建材连锁超市服务品牌的建设以东方家园为例.docVIP

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 Abstract This article firstly defined on the topic about the service brand, 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  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·························