I 摘要 实施品牌建设是提高高铁列车服务品质的有效举措，其对外有利于增加旅客的忠 诚度和企业的知名度，提升客运市场的竞争优势，对内有利于增强职工的自豪感和归 属感，落实高铁服务标准，提升高铁品牌价值。高铁品牌建设不仅要改进体现高铁品 牌的服务宣传和相关产品推荐方面的品牌宣传与推广活动，同时也要改进包括高铁品 牌的形象树立、价值提升、品牌监管等方面的活动。本文通过对高铁客运服务“泉韵” 品牌建设的研究，对建立起一套系统的高铁客运服务品牌具有一定的指导意义和实用 价值。 本文从五个方面探索了建设高铁客运服务品牌的方法。首先，阐述了市场细分理 论、定位理论、品牌价值链理论，同时对服务品牌资产模型、消费者选择模型、管理 模型加以描述，为后续的问题研究奠定理论基础。其次，结合日本新干线、欧洲之星 等国外高铁服务品牌建设的相关经验，拓宽服务品牌建设的研究思路。第三，对高铁 “泉韵”服务品牌建设的内外部环境进行分析，包括现状与问题分析，PEST分析以 及SWOT分析，使品牌建设更有针对性。第四，提出“泉韵”品牌建设的定位策略、 设计策略、传播策略、资产提升策略、维护策略，力求对高铁客运服务品牌建设具体 有效。最后，提出了提升品牌发展的人才队伍建设、健全品牌管理机构和体系、创建 高铁品牌文化三个方面的保障措施，以巩固品牌建设成效。在综合使用文献分析法、 模型分析法、比较分析法、问卷调差法分析了我国高铁客运服务品牌建设方面的问题 之后，主要得出了以下结论。 1、通过对高铁客运服务品牌建设进行SWOT分析，明晰了其优势为运输方式的 优势和客运需求的增加；劣势为价格缺乏竞争力、宣传推广力度弱、服务质量与旅客 期望存在差距；机会为国家政策支持、国家品牌优势、顺应经济发展；威胁为与其它 运输方式之间的博弈竞争、旅客客流时间和空间上的差异性。通过以上分析，找出了 “泉韵”高铁客运服务品牌建设的着力点和发展方向。 2、根据国外高铁服务品牌建设经验以及对“泉韵”高铁客运服务品牌建设的背 景分析，提出了高铁“泉韵”服务品牌的建设策略，主要有定位策略、设计策略、传 播策略、资产提升策略、维护策略，以期为“泉韵”品牌的建设和提升提供有价值的 意见。 高铁客运服务“泉韵”品牌建设研究 II 3、通过对高铁客运服务品牌建设环境的分析和“泉韵”品牌建设策略的提出， 对“泉韵”品牌建设给出了提升品牌发展的人才队伍建设、健全品牌管理机构和体系、 创建高铁品牌文化三个方面的保障措施，以巩固品牌建设成效。 关键词：高铁客运；服务品牌；品牌建设；泉韵 Abstract III Abstract Brand building is the only way to improve the service quality of high-speed rail trains. The implementation of brand construction is conducive to enhancing the loyalty of the passengers, maintaining the competitive advantage of the passenger market, increasing the popularity of the railway enterprises, promoting the sense of pride and achievement of the employees, standardizing the management behavior of the enterprises and improving the value of the enterprises. The construction of high-speed rail brand should not only improve the brand promotion and promotion activities of the high-speed train brand service promotion and related product recommendation, but also improve the image establishment, value enhancement and brand supervision of high-speed train brands. Through the research on the Quanyun brand construction for high-speed train passenger service, this paper has certain guiding significance and practical value for establishing a system of high-speed train passenger service brand. This article explores the way to build high-speed train passenger service brand from five aspects. First, it describes the market segmentation theory, positioning theory, brand value chain theory, and describes the service brand asset model, consumer selection model, management model, and lays a theoretical foundation for the follow-up problems. Secondly, combined with relevant experience of Japan's Shinkansen, Europe Star and other foreign high-speed train service brand building, expand the research ideas of service brand building. Third, the internal and external environment of the high-speed train Quanyun service brand construction, including the status quo and problem analysis, PEST analysis and SWOT analysis, make the brand building more targeted. Fourth, put forward the positioning strategy, design strategy, communication strategy, asset promotion strategy, maintenance strategy of Quanyun brand construction, and strive to be specific and effective to the construction of the high speed railway service brand. Finally, it puts forward the safeguard measures for improving the talent team construction of the brand development, improving the brand management organization and system, and creating the high-speed train brand culture to consolidate the effectiveness of brand building. After the comprehensive use of literature analysis, model analysis, comparative analysis and questionnaire adjustment, the paper analyzes the problems of the construction of high speed railway service brand in China, and the following conclusions are drawn. 1. Through SWOT analysis of high-speed train passenger service brand building, it 高铁客运服务“泉韵”品牌建设研究 IV clarifies its advantages as the advantage of transportation mode and the increase of passenger demand; the disadvantages are lack of competitiveness of price, weak promotion and promotion, gap between service quality and passenger expectation; opportunity is national policy Support, national brand advantage, and economic development; threats to game competition with other modes of transportation, passenger flow time and spatial differences. Through the above analysis, we have found out the focus and development direction of the Quanyun high-speed train passenger service brand building. 2. According to the foreign high-speed train service brand construction experience and the background analysis of the Quanyun high-speed train passenger service brand construction, the paper puts forward the construction strategy of the high-speed train Quanyun service brand, which mainly includes positioning strategy, design strategy, communication strategy, asset improvement strategy, maintenance strategy to provide valuable advice for the construction and promotion of the Quanyun brand. 3. Based on the analysis of the environment for brand building of high-speed train passenger transport service and the proposal of brand building strategy of Quanyun, this paper puts forward three safeguard measures for brand building of Quanyun, namely, the construction of talent team to promote brand development, the improvement of brand management institutions and systems, and the creation of high-speed train brand culture, so as to consolidate the brand building effect. Keywords: High-speed Train Passenger Transport; Service Brand; Brand Building; Quanyun 目 录 V 目 录 摘要 ........ I Abstract .... III 目 录 ...... V 第1章 绪论 ............................ 1 1.1 选题背景和意义 ........ 1 1.1.1 选题背景............................. 1 1.1.2 选题意义............................. 2 1.2 文献综述 .................... 3 1.2.1 品牌相关概念的研究现状 . 3 1.2.2 关于服务品牌的研究现状 . 5 1.2.3 总体评价............................. 8 1.3 研究思路、研究方法与技术路线 ........... 8 1.3.1 研究思路............................. 8 1.3.2 研究方法............................. 9 1.3.3 技术路线............................. 9 1.4 研究内容、论文框架与创新点 ............. 10 1.4.1 研究内容........................... 10 1.4.2 解决的关键问题 ............... 10 1.4.3 主要创新点 ....................... 10 第2章 理论基础与模型 ...... 11 2.1 理论基础 .................. 11 2.1.1 市场细分理论 ................... 11 2.1.2 定位理论........................... 11 2.1.3 品牌价值链理论 ............... 12 2.2 理论模型 .................. 13 2.2.1 服务品牌资产模型 ........... 13 2.2.2 服务品牌消费者选择模型 .............................. 14 2.2.3 服务品牌管理模型 ........... 15 2.3 小结 .......................... 16 第3章 国外高铁服务品牌建设经验借鉴 ......... 17 高铁客运服务“泉韵”品牌建设研究 VI 3.1 日本新干线 .............. 17 3.2 欧洲之星 .................. 18 3.3 其他国家 .................. 18 3.4 小结 .......................... 18 第4章 “泉韵”品牌建设的内外部环境分析 . 19 4.1 “泉韵”品牌建设的现状与问题 ......... 19 4.1.1 “泉韵”品牌现状 ........... 19 4.1.2 “泉韵”品牌建设存在的问题 ...................... 19