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依据微笑曲线理论,打造优质品牌并提升品牌价值是服务企业形成核心竞争优势的策略之一。优质品牌能够给企业带来更多的市场份额与利润。因此,提升品牌价值对企业的重要性毋庸置疑。服务企业品牌价值提升策略具有路径多样性,作用效果与实施成本存在差异。本文选择服务企业、员工与消费者互动视角,建立以品牌价值提升为主题的三方互动模型,理清三者关系以及品牌价值提升作用机制,进而从企业、员工与消费者互动视角给出具体的品牌价值提升策略。
According to the smile curve theory, to create high quality brand and enhance brand value is one of the strategies for service enterprises to form core competitive advantage. High-quality brand can bring more market share and profits to the enterprise. Therefore, to enhance the brand value of the importance of the enterprise no doubt. Service enterprises brand value enhancement strategy has a diversity of paths, effects and implementation costs are different. This paper chooses the interaction between service enterprises, employees and consumers, establishes a three-party interactive model with the theme of brand value promotion, clarifies the mechanism of the relationship between the three and enhances the brand value, and then gives specific measures from the perspective of interaction between enterprises, employees and consumers Brand value promotion strategy.