b2b服务企业品牌导向对品牌资产的影响分析word格式论文.docxVIP

优秀毕业论文 精品参考文献资料 Abstract Along with the speedy process of globalization and the formation of buyer market， foreign companies are seeking to enter the Chinese market. Meanwhile，the process of internationalization of Chinese enterprises is speeding up especially for the service enterprises which are in the fierce competition market. For the service providers，brand is the important recognition of the value and commitment to the customers. As a result，it is the inevitable strategic choice to cultivate the local service brand for the Chinese service enterprises. Based on the system sort out about the related literature at home and abroad，this research build the formation of brand equity which drives from the interaction among enterprises，employees and customers，to explore the brand formation and brand delivery between the enterprises and the employees，and then impact the brand equity between the employees and customers. This survey chooses Chinese enterprises as the research objects，and collects data through a questionnaire survey. Analyze data and test the conceptual model by using the statistical software such as SPSS 17.0 and LISREL 8.70. Based on the survey of 218 China’s local service enterprises，this study find that the cultivation of corporate brand orientation will produce three effects. First，it is conducive for brand impression on the organization level and to establish the good relationship between the organizations. Second，it contribute to accumulate the internal brand equity which in turn prompt the staff to improve the qualities of service and personal relationship between the customers. Third，the interaction between employee and customer will help the latter to cumulate positive brand knowledge and finally form a positive brand response. This study explores the formation mechanism of the service enterprise’s brand equity from the perspective of the interaction. This study also provides insightful implication for Chinese service enterprises