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所谓品牌共享,就是若干家企业共同使用同一品牌,组成一个品牌联合体。近两年来,我国中小出租汽车公司不断涌现品牌共享的联盟形式,试图化零为整、集团作战。中小出租汽车公司推行品牌共享时,均以遵守联盟章程为基础,基本保持“五个不变”和“五个统一”。“五个不变”是:保持企业独立法人地位和经营资质不变;保持企业行政隶属关系不变;保持企业资产所有权不变;保持企业经营管理权不变;保持企业经营受益权不变。“五个统一”是:统一员工服装;统一顶灯、字号、车身颜色等标识;统一受理服务投诉;统一标准进行管理、监督、检查;统一服务用语。中小出租汽车公司选择品牌共享的原因主要是由以下三个方面的需要共同促成的。
The so-called brand sharing, that is, a number of companies use the same brand together to form a brand consortium. In the past two years, small and medium-sized taxi companies in our country have continuously emerged in the form of alliance of brand sharing, attempting to turn zero into one and the group fought. When small and medium-sized taxi companies implemented brand sharing, they all adhered to the articles of association and basically maintained “five unchanged” and “five unifications.” “Five unchanged” is: to maintain the status of an independent legal entity and business qualifications unchanged; maintain the same administrative affiliation of enterprises; maintain the same ownership of the enterprise assets; maintain the same business management rights; to maintain the same rights and interests of business. The “five unifications” are: Uniform staff clothing; Uniform dome light, size, body color and other logos; Uniform acceptance of service complaints; Unified standards for management, supervision and inspection; Unified service terms. The reason why small and medium-sized taxi companies choose brand sharing is mainly due to the following three aspects.