无论是在学术领域还是在企业领域,服务品牌化越来越成为关注的焦点。不可否认,在研究的进程和企业实施的过程中都遇见了各种各样的问题。企业如果能够从品牌个性化的视角进行服务设计,并能创造独特的顾客体验,就有助于吸引更多的顾客,并能增强服务企业的品牌资产。 Whether in the academic field or in the enterprise field, service branding has become the focus of more and more attention. Admittedly, a variety of problems have been encountered both in the research process and in the implementation of the enterprise. Companies that are able to design their services from a brand-personalized perspective and create unique customer experiences can help attract more customers and increase the brand equity of service companies.