事实上,国美和苏宁已经认识到了品牌资产管理的重要性,开始进一步加强向终端营销管理和服务的大跨步转型,以实现通过服务来更好地树立品牌的目标。从2003年开始,国美着力打造营销服务品牌,创造了“激情12月”、“黄金周购物狂欢节”等消费者熟知的全国性营销服务品牌。2005年10月,国美电器通过实施组织机构变革,把终端资源整合与客户管理及服务提到 In fact, Gome and Suning have realized the importance of brand equity management and begun to further strengthen the transition to a large-scale approach to terminal marketing management and services in order to achieve the goal of better brand building through service. Since 2003, the United States to create a marketing service brand, creating a “passion December”, “Golden Week Shopping Carnival ” and other consumer well-known national marketing service brand. October 2005, Gome through the implementation of organizational changes, the terminal resource integration and customer management and service mentioned