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By Grounded Theory Method, this paper aims to reveal the integrated service schema. Then it follows the naturalistic philosophical methodology, thinks embedded traditional business ethics, this paper researches the six 6 “China Time-honored Brands” (CTHBs). From this analysis, service elements and its service operation mode were put forward to. On this basis, four research propositions and the concept configuration were put forward to, and they dialogue with the relevant theory of social psychology and service management. It can preliminarily reflects common service marketing and management theory, and preliminarily describes the shape of commercial value of unique oriental traditional ethics, but also to the traditional service enterprise managers, brings inspiration.

True Service in China: Focusing on “China Time-honored Brands”