Discourse Upon Integrated Marketing Of Service Brand

The remarkable characteristic in past-industrialized era , is the flourishing development of service industries. To our country, which is in the course of industrial structure adjustment and upgrading, the significance of the rising of service industries is very great. But the current situation is ,the whole development of service lags behind, and service enterprises lack of competitiveness. An important reason of those problems is lack the powerful service brand. This article aims at through setting up integrated model of service brand, describe the key element and forming process of it, offer the effective theory to support for the brand practice of serving enterprises. Modern service enterprises should regard setting up surging brand as key strategy, and fully utilize the market effect of the brand in order to strengthen their market competitiveness. Service brands depend on service product as the key link , and the peculiar characteristics of service product, have determined that various kinds of resources of the brand needs integration. Service brand integration is the process of unifying every marketing element in an orderly manner according to their different status to a service brand organism. Particularly, the integration requires the enterprises taking profitable and sustainable brand improvement in a long run as its mission, carrying on system think from name to essence, from technological link to sell link, integrating from the static and dynamic angle doubly. The static integration requires system arrangement with factors in different aspects contacted with customer or products, becoming a marketing frame according to its primary and secondary association. The dynamic integration requires turning static marketing frame into a controllable marketing process according to the market life activity of the brand. The service brand model through integration set up in this article includes two levels and two pieces of courses. Two levels refer to the core layer and touch layer; two pieces of course mean the value condense from service product to brand and the value distillation from standard brand to market brand. Core layer consists of culture and individual character, two part produced from market positioning. Touch layer is value spread by core layer, divide for two stories again, the lower floor through value condense relates to the foundation of the brand - service product, and the upper one through value distillation relates to customer. In the lower floor of touch layer, service product condenses into a brand subject with certain culture and individual character, forming the standard brand, by service quality control, marketing make-up management and interior employee management. This course can be divided into three stages – assessing products, setting up brand embryonic form, and planning brand behavior from dynamic angle. In the upper floor of touch layer, the standard brand type the labels of the market in itself via name, CI system and customer's relation marketing, become the market brand. This course can be divided into three stages - setting up outside, inside relation with customer and assessing effect of brand marketing.