评估机构的品牌建设是以业务质量为主,职业道德和企业文化为辅的一个系统工程。业务质量为主,是因为客户最注重的是评估的服务质量,是评估人员的专业水平;职业道德约束是维护评估师形象的前提条件,企业文化的氛围是品牌建设的内在动力。所谓服务质量,不是我们通常理解的以客户为上 Evaluation of the brand building is based on business-quality, professional ethics and corporate culture, supplemented by a systematic project. The quality of the business is mainly because the customer pays the most attention to the quality of service being evaluated, which is the professional level of the appraiser. Ethical constraints are the preconditions for maintaining the appraiser’s image. The atmosphere of the corporate culture is the intrinsic motivation for brand building. The so-called quality of service, not our usual customer-oriented understanding