服務(wù)品牌的內(nèi)化策略研究.pdf

1、Abs【racAbstractAtpresent，servicesbrandingisanimportantissue，whichfacesserviceindustryinChinaTakesecurityindustryasanexampleWiththeopentooutsideworld，thecompetitionisfiercemoreandmoreinChinesedomesticsecuritymarketAssecur

2、ityisarationalindustryinwhichcustomersareactiveparticipants，itsproductsselldependsmoreonbrandmarketingthanclassicalproductsInfrontofintensecompetition，itisveryimportantforasecuritycompanytobuildandsustainsuccessfullyaser

3、vicebrandIfitistruethatexpandingisthemainstreamofdevelopmentpatterninthepasttwentyyears，wecansayservicebrandingisthekeystrategyissueofsecuritycompaniesnowandfutureThisthesisfocusesonbrandinternalizationasaburgeoningcorpo

4、ratecommunicationspracticeforSO—called‘‘servicebrands”Asthe“feelings’’ofservicebrand，employeesinserviceorganizationplayaparticularlyimportantroleServiceorganizationshouldmakeitsemployeesunderstandandexperiencethebrandcha

5、racter，inotherword，internalizeservicebrandThisthesismainlydiscussesstrategyofintemalbrandingofserviceindustryStrategyofservicebrandinternalizationconcludesthreeaspects：organizationstructure，internalmarketingandorganizati

6、onalcultureFirstly，thisthesisgivesareviewofservicetheoriesandservicebrandtheories，describing也efeaturesofserviceandservicebrandandmanagement，comparingtoproductindustriesThen，analyzeemployee’Simportantroleinserviceorganiza

7、tionAfterthat，particularizethreestrategiesofServiceBrandInternalization：organizationstructure；internalmarketing；organizationalcultureFinally，acasestudyofinsuranceKeywords：servicesbrandinternalization；employee；organizatio