学士学位论文摘要PAGE-2-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学士学位论文AbstractAbstractThisarticlefirstlydefinedonthetopicaboutthe"servicebrand",reviewedthecreationtheoryofservicebrand,andthendiscussedthesignificanceofservicebrandbuildingaboutsupermarketchainofbuildingmaterialsfromthetwoareas.Rally--1,Buildingmaterialindustryhasenormousmarketopportunitiesandabroadspacefordevelopment.2,thecreationofthecurrentdomesticservicebrandisintheearlystage,especiallythebuildingmaterialsindustry,thusthisistheopportunityforservicebrandbuilding;Thrust--1,withstiffcompetition,thecreationofservicebrandisnotonlyachallengebutalsoabreakthroughopportunity.2,comparedtothegeneralsupermarkets,theserviceofbuildingmaterialssupermarketsisunique.Itsproductsandserviceisdemandinghigherqualitycomparedwithothers.AndfinallytakeOrientHomeasanexampletogivesomeadviceaboutservicebrandcreationofbuildingmaterialssupermarkets.Keywords:Servicebrand,Buildmaterialssupermarket,OrientHome学士学位论文1导论学士学位论文1导论学士学位论文目录目录1.导论1.1基本概念的界定································································11.1.1服务营销····································································11.1.2服务营销的研究现状··························································11.1.3服务营销观念与产品营销观念的区别···········································21.1.4服务品牌····································································31.2有关服务品牌创建的文献综述····················································31.3本文的研究意义································································42.服务品牌创建的意义和方法··············································52.1服务品牌创建的意义····························································52.1.1服务产品及服务质量的特点决定了服务企业须进行品牌建设·························52.1.2品牌创