随着城市轨道交通线网的不断成型和完善，地铁线路串联起学校、医院、社 区、商圈，促使地铁的服务角色不再限于交通工具，而是向公共服务、生活娱乐、 商业消费、文化传播、城市形象展示等多元领域延伸，“地铁生活圈”为地铁企 业满足顾客多样化的需求提出了新的挑战。 本文基于品牌管理和服务营销理论，对国内外相关文献进行了研究分析，结 合地铁行业发展现状和发展需求，提出了地铁企业创建服务品牌的研究选题。经 与企业管理层和一线服务人员进行访谈，了解了南昌地铁企业发展历程、管理现 状和战略规划。通过问卷调查掌握顾客对于南昌地铁服务质量的评价，对企业品 牌的感知，并收集了相关意见和建议，以此作为实证分析的重要依据。 通过上述研究方法，本文透视南昌地铁服务品牌建设现状，指出了其发展历 程中存在的主要问题和产生问题的主要原因。借鉴国内外地铁服务品牌建设成功 案例，结合南昌地域特色和企业经营管理特点，提出了构建南昌地铁服务品牌全 流程管理的思路。 全文紧紧围绕南昌地铁客运服务、小鲜鹭社会公益服务和鹭鹭行APP生活服 务三大主要服务场景实际，建构服务品牌架构，识别每一个创建流程的关键点， 并深入阐述了每一个创建环节的实操建议。为南昌地铁提升服务水平，实现全品 牌融合，打造强势的服务品牌提供有益参考。 对于南昌地铁来说，服务品牌的引领，有助于企业多元产业发展战略的实施。 在激烈的市场竞争中，通过地铁线网不断延伸服务触角，为市民创造更多的服务 价值，企业必将获得社会效益和经济效益的双丰收。 关键词：南昌地铁；服务品牌；品牌传播；整合营销；品牌内化 2 Abstract Withthemoldingandimprovementofurbansubwaynetworkofsubwayconnect communities,schools,hospitals,businesscircle,promptingthesubwayinservicerole isnolongerlimitedtotransport,buttothepublicservice,thelifeentertainment, businessspending,culturaldiffusion,thecity’simagedisplaydiversefieldssuchas, “subwaylifecircle”forthesubwayenterprisesmeetthedemandofcustomer diversifiedproposedthenewchallenge. Basedonthetheoryofbrandmanagementandservicemarketing,thispaper studiedandanalyzedrelevantliteratureathomeandabroad,combinedwiththe developmentstatusanddevelopmentneedsofthesubwayindustry,andproposedthe researchtopicofservicebrandcreationforsubwayenterprises.Throughinterviews withthemanagementandfront-lineservicepersonnel,welearnedaboutthe developmenthistory,managementstatusandstrategicplanningofManchangMetro enterprises.Throughthequestionnairesurvey,customers’evaluationontheservice qualityofNanchangMetroandtheirperceptionoftheenterprise’sbrandaregrasped, andrelevantopinionsandSuggestionsarecollected,whichisanimportantbasisfor empiricalanalysis. Throughtheaboveresearchmethods,thispaperanalyzesthestatusquoofthe subwayservicebrandconstructioninNanchang,andpointsoutthemainproblemsin itsdevelopmentprocessandthemaincausesoftheproblems.Basedonthesuccessful casesofsubwayservicebrandconstructionathomeandabroad,combinedwiththe regionalcharacteristicsofNanchangandthecharacteristicsofenterprisemanagement, thispaperputsforwardtheideaofconstructingthewholeprocessmanagementof NanchangMetroservicebrand. BasedonthethreemainservicescenariosofNanchangMetropassengerservice, XiaoxianlusocialwelfareserviceandlvxingAPPlifeservice,thispaperconstructs theservicebrandarchitecture,identifiesthekeypointsofeachcreationprocess,and elaboratesthepracticaloperationSuggestionsofeachcreationlink.Itprovidesuseful referenceforNanchangMetrotoimproveitsservicelevel,realizetheintegrationof allbrands,andbuildastrongservicebrand. ForNanchangMetro,theleadingoftheservicebrandisconducivetothe implementationoftheenterprise’sdiversifiedindustrialdevelopmentstrategy.Inthe 3 fiercemarketcompetition,throughthenetworkofsubwaylinescontinuetoextendthe tentaclesofservice,tocreatemoreservicevalueforthecitizens,enterpriseswill certainlywinsocialbenefitsandeconomicbenefitsofdoubleharvest. Key-words:NanchangMetro;ServiceBrand;BrandCommunication;Integrated Marketing;BrandInternalization 1 目录 第1章绪论................................................................................................................1 1.1研究背景和意义..............................................................................................1 1.1.1研究背景...............................................................................................1 1.1.2研究意义...............................................................................................1 1.2研究现状综述..................................................................................................3 1.2.1国外研究现状.......................................................................................3 1.2.2国内研究现状.......................................................................................4 1.3研究方法..........................................................................................................6 1.3.1文献研究法...........................................................................................6 1.3.2比较分析法...........................................................................................6 1.3.3问卷调查法...........................................................................................6 1.3.4访谈调查法...........................................................................................6 第2章相关理论介绍................................................................................................7 2.1服务与服务品牌..............................................................................................7 2.1.1服务.......................................................................................................7 2.1.2品牌.......................................................................................................7 2.1.3服务品牌...............................................................................................8 2.1.4服务品牌与产品品牌的差异...............................................................8 2.2品牌结构..........................................................................................................9 2.3组织形象........................................................................................................10 2.4品牌传播........................................................................................................10 2.4.1品牌内化.............................................................................................10 2.4.2整合营销.............................................................................................11 第3章南昌地铁品牌建设现状..............................................................................12 3.1南昌地铁概况...............................................................................................12 3.1.1公司简介.............................................................................................12 3.1.2在建线网情况.....................................................................................12 3.1.3运营服务概况.....................................................................................12 3.2南昌地铁品牌建设实践...............................................................................13 3.2.1企业初创期........................................................................................13 3.2.2工程建设期........................................................................................13 3.2.3地铁运营期........................................................................................14 3.3南昌地铁服务品牌的顾客评价...................................................................17 2 3.3.1服务质量评价指标评分.....................................................................17 3.3.2服务品牌感知.....................................................................................19 3.4南昌地铁品牌建设存在的问题及成因........................................................20 3.4.1存在的问题.........................................................................................20 3.4.2问题的成因.........................................................................................21 第4章国内外地铁服务品牌案例借鉴..................................................................23 4.1国外地铁服务品牌亮点...........................................