摘要：当今社会随着信息技术的快速发展，现代服务业随之迅速发展，在世界经济与社会中所占的比重也愈来愈大。现代服务业是我国在今后很长一段时间内重点发展的领域。随着现代服务业竞争的日渐激烈，品牌化已成为增强现代服务业竞争力的重要环节。世界百强品牌中将近半数的品牌为服务品牌，相比之下，江苏省现代服务业中具有强大影响力和竞争力的品牌不多、品牌价值不高、品牌效应不突出，这在一定程度上制约和影响了江苏省现代服务业的发展速度和质量。因此，现代服务业企业能否持续健康发展，品牌的建设与管理是关键问题。论文在对现代服务业品牌建设与管理重要意义阐述的基础上，分析了其发展现状及存在的问题和原因，并将苏浙沪现代服务业品牌建设的情况做了对比分析，重点探讨了现代服务业中的六大主导产业：金融业、批发零售业、软件业、现代物流业、科技服务业、服务外包业的品牌状况，并提出与之相应的对策。

关键词：江苏省；现代服务业；服务品牌；品牌建设和管理

ABSTRACT：Nowadays with the rapid development of information and technology, modern service industry increasingly develops along with large proportion of the world economic and social.We will foucus first on developing modern service industry in the future for a long period.Brand has been the important part of increasing the modern service industry competitiveness due to modern service industry increasingly fierce competiton.Nearly half of the world’s top 100 brands are service industry brand.By contrast,modern service industry brand in Jiangsu Province has less influence and competitiveness,low brand value and less prominent brand effect.To a certain extant,the development speed and quality of the modern service industry in Jiangsu Province will be restricted and influenced.Then the brand construction and management is the key to the sustainable and healthy development of modern service industry.Based on the significance of the modern service industry brand construction and management,the thesis analyze the exsiting problems and reasons.Meanwhile,modern service industry in Jiangsu Province is compared with industry in Shanghai and Zhejiang.The thesisi focus on the six leading industries of modern service industry:finance, wholesale and retail trade,software industry,modern logistics industry,science and technology service industry, service outsourcing industry,putting forward corresponding countermeasures.  

Keywords: Jiangsu Province; modern service industry; service brand; brand building and management

　　　服务业是促进市场经济发育、优化社会资源配置、提高就业率的重要途径，现代服务业更是衡量生产社会化程度和市场经济发展水平的重要标志，也是当今世界经济增长的重要动力。加快发展现代服务业对于促进我国经济又快又好发展和社会全面进步具有重要的现实意义和深远的历史意义，如促进经济发展方式的转变、推动先进制造业体系的构建、综合国际竞争力的增强、劳动就业的吸纳。而现代服务业品牌化是现代服务业的核心竞争力，关系着现代服务业的长期发展，从而对国家、企业和消费者都具有重大的意义。