服务在现代社会经济中所占的地位日益重要。随着经济发展,消费需求升级,消费者的品牌消费意识也体现在服务的消费中。具有良好品牌形象的服务品牌可以帮助消费者降低购买风险,满足消费升级需要,因此容易获得消费者的青睐。但由于服务的特殊性质,影响其品牌塑造的因素较多,品牌塑造策略与有形产品相比,具有其独特之处。 The status of service in the modern social economy is increasingly important. With economic development, consumer demand escalation, consumer awareness of brand consumption is also reflected in the consumption of services. A service brand with a good brand image can help consumers reduce purchase risk and meet the needs of consumer upgrades, thus making it easy for consumers to win the favor. However, due to the special nature of the service, there are many factors that affect its brand building. Compared with the tangible products, the brand building strategy has its own unique features.