中文摘要：

随着经济的快速发展，服务业在国民经济中所占的比重越来越大。不过，因服务所具有的独特性质，使得服务业企业创立品牌较之产品生产企业更加困难，因此，研究如何创建成功的服务品牌成为众多服务企业所面临的重要问题。本文通过对国内外相关文献进行系统回顾的基础上，得出尽管服务品牌创建比起产品品牌困难，但是从服务品牌资产模型和服务品牌的驱动因素可知，服务品牌的创建也可以遵循一些路径，提高服务在消费者心目中的意义和认知。

英文摘要：

With the rapid development of the economy, the proportion of the service industry in the national economy has been increasing. However, due to the unique nature of the service, it＇ s more difficult for the service providers to create brands than manufacturers. Therefore, how to create successful service brands has become one of the important issues for the service companies. Based on the systematic review on the literature of service brands, this paper concludes that despite of the difficulties in the creation of service brands, there are some possible approaches to create service brands based on the service brand equity model and the drivers of the service brands.