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论文编号：	1719
作者编号：	031728
上传时间：	2010/5/24 8:47:44
中文题目：	服务企业内部品牌管理测评研究——基于中国某大型保险公司
英文题目：	The study on the measurement of brand management from the inside view of service enterprises——Based on one large-scale insurance company in China
指导老师：	白长虹
中文关键字：	服务企业 品牌管理 量表开发 保险公司
英文关键字：	Service Enterprises Brand Management Scale Development
中文摘要：	随着服务经济时代的来临，强势服务品牌成为企业建立、增强和保持竞争优势的有力武器，因此，服务品牌的建设与管理日渐成为企业管理高层的关键日程安排，也逐渐成为管理理论界研究的热点。国内外服务品牌相关研究和服务企业的成功经验越来越表明，强势服务品牌的塑造不仅需要强有力的品牌外部传播，更需要从服务企业内部着手进行有效的品牌建设与管理。这促使理论界开始将服务品牌研究视角从企业外部转向企业内部，研究如何从服务企业内部、从根本上建设强势服务品牌。 本研究首先回顾国内外学者在服务品牌建设与管理领域的主要研究成果，在此基础上，归纳出服务企业内部品牌管理的关键因素，并建立服务企业内部品牌管理的测评模型，设计测评量表结构。然后，本研究选取了中国某大型保险公司为实证研究对象，设计初始测评问卷，并通过专家小组讨论、企业实地定性调研两种方式完成量表的定性检验与修正，接着以此为基础，选取了该公司分布于全国各地的14家分公司普通员工和中层管理者为定量调研对象，搜集定量数据。在对定量数据进行探测性因子分析、确认性因子分析、信度和效度检验后，我们修正了预设测评模型，并验证了修正模型的正确性，也从量化角度完成测评量表的进一步修正。 加入WTO是对我国服务企业的严峻考验，这不仅需要尽快形成一批拥有实力的大型企业集团，更需要一批能与世界品牌相抗衡的中国品牌。本文旨在促进国内的服务企业尤其是金融保险业企业全面、清晰地认识服务企业内部品牌管理的重要意义，并为其提供内部品牌管理的测评模型和量表工具，希望能够对我国的服务企业有所帮助。
英文摘要：	As the arrival of service economy, strong service brand has become a powerful weapon for the company to establish, strengthen and retain competence. Therefore, the effective establishment and management of service brand have gradually been put on the key agenda of company’s management team, thus increasingly becoming the hot topic in the theoretic field of management. The studies concerning service brand and the successful experiences in service enterprises have indicated that the establishment of strong service brand needs not only efficient external brand communication, but more importantly effective internal brand management. This impels the theorists to turn the research angle of the service brand from the company’s exterior to the interior and study about how to build really strong service brand from the company’s interior. This research firstly reviews the main theoretic results in the area of service brand management, on this bases, this research concludes the critical factors of the brand management from the inside view of service enterprises, establishes its evaluation model and design the structure of measuring scale. Then this research takes one Chinese large-scale insurance company as the empirical research case: we firstly design the evaluation questionnaire of brand management inside this company, and then, we test and modify it through expert group discussion and on-site qualitative investigation. On this basis, we select employees and middle-level managers from this company’s 14 subsidiaries across our country and conduct quantitative research. Through exploratory and confirmatory factor analysis, reliability and validity test, we modify and validate the pre-set evaluation model, and modify the evaluation scale quantitatively. Entering WTO is a real challenge to our service industry. Under the circumstances large-scale enterprise groups with strength are needed, but it is more critical to build our Chinese brands to compete with foreign brands. This research is intended to help our service company especially the insurance companies understand the vital meaning of brand management interior completely and clearly, and provide evaluation model plus scale tool for managing brand interior. I hope that this research can be helpful to our service enterprises.
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