Research On The Brand Development In Service Enterprise

With the changing of economics structure and trading mode, market already transformation from product primarily to "service first". People have been living and working in the economic system which is service-center, pay much attention to service and the service industry is also growing rapidly. At present, the level of service industry development in our country is still relatively backward, the overall competitive power is not strong, how to enhance the service enterprise's competitive power to become the urgent matter. The brand as the cornerstone of enterprise sustainable development is the tie of establishment good relations with customer and the powerful weapon to get competitive advantage. In addition, with the enhancing of consumption level and consuming conscience, service enterprise can improve service product value through the establishment brand which also is an inevitable choice in the new century. But, in the academic field at present, research about brand theory mainly concentrates on the visible product, little pay attention to the services brand. In the service industry, services are first sold, then produced and consumed simultaneously, services are performances, rather than objects, and they cannot be seen, felt, tasted, or touched in the same manner in which goods can be sensed, so customer understanding services almost completely though brand. In such background, this paper proposed a service enterprise brand building path model based on literature review and analysis.First, construct brand cultural and brand personality in service enterpriseThe brand existence first is the cultural approval, and brand culture is the corevalue and philosophy of brand, is values which the enterprise and the consumershared. Brand personality is a concentrated expression of the brand culture, is thebasic element to attract consumers, is also distinction between the competing brands, brand personality give the product philosophy and value which beyond its physical characteristics. In addition, brand personality and brand culture is unique and can not be imitative, it will be the enterprise most lasting competitive power when set up. As a result, service enterprise should establish own brand personality and brand culture firstly. Services brand is the centralized reflection of corporate management philosophy and values, its essence is a commitment which expressed a particular service and products associated with a particular commitment to its customers, when customers identified this commitment, approved through information communication and the actual experience, the services brand will get a real value.Second, service quality management in enterpriseDavid Acher thinks, brand should maintain and improve product or service quality which is the commitment to consumers firstly. Services has four characteristics----intangibility, inseparability of production and consumption, heterogeneity, and perishability, which make service quality often vary form customer to customer, and from day to day. This will influence service quality perceptions by customer. So, quality control is the key for service brand, company can do it through employee, physical facilities and procedure. First, consistency of behavior from service personal is difficult to assure. Because there are difference between employee's quality, training, education and technical level, even service performance from the same person may also differ. Therefore the enterprise should train their employee to make sure their service skill and attitude can achieve the standard which customers are satisfaction. Second, because of service intangibility, service quality is more difficult for the consumer to evaluate. When purchasing goods, the consumer employs many tangible cues to judge quality, but when purchasing services, fewer tangible cues exist. Therefore the services must rely on other tangible cues, such as physical facilities, equipment and personal to establish brand image. Last, since the customer must be present during the production of many services, service quality evaluations are not made solely on the outcome of a service; they also involve evaluations of the process of service delivery. So, service enterprise should have set of standard procedures and the standard service measure, which can assure customer have a good experience each time, then service quality may be to achieve stability and consistency.Third, brand image building in service enterpriseBrand can help consumers understand the difference between different brands, to facilitate the purchase decision-making. Therefore, to convey a clear, stable brand image is the critical to get competitive advantage for a enterprise, brand image has become a core element that influence the enterprise brand construction result. Brand image building mainly includes two aspects: one is corporate identity system (CIS), which including Mind Identity (MI), Behavior Identity (BI) and Visual Identity (VI). Through CIS planning, the enterprise has a clear idea as guiding to form a unique and distinct management as well as visual characteristics, in order to strengthen the internal cohesion and improve brand awareness external. The other is brand communication strategy, which is an essential way to establish brand image, transmission brand information, so that consumer could know the brand, pay an attention to the brand and then become brand loyalty. Because of service intangibility, brand communication strategy is more important to service brand, which can let consumer know the service content, eliminates the service strange feeling, demonstrates the service difference, understand service position, convince service attempt and then create customer loyalty. Service enterprise should be able to coordinate all the media, implement integrated marketing communication strategy, start from its various elements, and integrated the entire message together, to convey clear, specific and consistency information to target customers in an effective, coherent Way. Based on this, customers will fully understand the brand; have the positive association with the brand; forms a good brand image; and then establish relationship with the brand.Forth, brand maintenance and development in service enterpriseIn order to avoid the brand weaken over time, managers must to pay attention to the maintenance and development of the brand order to maintain brand competitive power. First, maintains the brand image consistency. When the business environment is stable or change is not sufficient to change or to change the image and brand positioning, brand manager should focus on strengthening the original brand image, Such as maintain brand identity and advertising theme, to ensure that brand awareness, brand attitude and brand image consistency, consolidated brand status. Second, brand learning and innovation. Business environment is complicated and diversified, managers must have vigilance to the environmental variation, respond promptly to the environment change, adapt to the new environment, and this require enterprise must have two kinds of abilities: learning and innovation. Learning is a dynamic ability, it refers to the brand manager found more effective brand strategy through reconsideration its own management and observation competitors, thus leading brands to grow and develop. Innovation is the highest form of core dynamic ability, it means predict environmental change and plan the future development strategy for the brand through in-depth insight into the business environment, so that the brand vitality forever.In short, service brand is integration, integrated all process to create value for consumers, service brand also pays attention to overall, aroused resources to provide supreme and unique brand value. This article not only enriched theoretical research in service brand field, but also provided guidance and suggestions for enterprises in brand building practice.