摘要
为提升苏州轨道交通5号线乘客满意度,让乘客感受到乘坐轨道交通所带来的幸福感和获得感,苏州轨道交通致力打造“江南雅韵,精致服务”品牌。5号线采用母子品牌管理模式,升级传统的品牌服务观念与服务标准,以“花漾吴韵+子品牌”的形式,在奥体中心站创建“小红花”服务台子品牌。介绍了“花漾吴韵”品牌的命名缘由和品牌建设核心思路,介绍了“小红花”服务台子品牌的建设理念、服务台标准化管理、服务台功能及未来发展规划等。通过服务品牌建设,一是让“创新人文服务,打造舒心旅程”的服务理念深入工作人员心中,让“小红花”服务台成为人与人之间相处的润滑剂,传递希望、温暖、美好和幸福;二是在“花漾吴韵”母品牌的带领下,进一步将“江南雅韵、吴文化”的苏州特色与“智能化、科技感”车站相结合,实现人文地铁的体现与升华。
To improve passenger satisfaction degree of Suzhou Rail Transit Line 5,Suzhou Rail Transit is devoting in‘Elegant Jiangnan,Exquisite Service’to create enriching experience for urban rail transit passengers.Line 5 adopts major-and sub-brand management mode to upgrade conventional ser-vice concept and standards.‘Red Flower’service counter sub-brand is established at the Olympics Sports Center Station in the form of‘Florescent Wuyun+Sub-brand’.The core idea of‘Florescent Wuyun’brand naming and building is introduced,and the concept,standardized management,functiona-lity,and future development of‘Red Flower’service counter sub-brand are introduced.Through service branding construction,on one hand,the service concept of‘innovative humanistic service,creating comfortable journey’will infiltrate into the heart of every metro staff and let‘Red Flower’counter harmonizes human interaction,delivering hope,warmth,beauty and happiness;on the other hand,with the leadership of the major brand‘Florescent Wuyun’,the Suzhou characteristics of‘Elegant Jiangnan,cultural Wu’and‘intelligent and sci-fi sense’of stations are combined,so as to realize the embodiment and sublimation of humanistic metro.
作者
周丹丹
ZHOU Dandan(Suzhou Rail Transit Group Co.,Ltd.,215101,Suzhou,China)
出处
《城市轨道交通研究》
北大核心
2022年第5期36-39,44,共5页
Urban Mass Transit
关键词
苏州轨道交通
服务品牌建设
花漾吴韵
“小红花”服务台
Suzhou Rail Transit
service branding construction
Florescent Wuyun
‘Red Flower’service counter
