A Empirical Study Of Service Brand Equity Based On Brand Value Chain

Service industry has taken a greater and greater proportion in the current global economy.In recent years,China's service industry has been developing very fast, more and more sevice brands have been created.In this context,the question of how service enterprises effectively build brand equity becomes the focus of attention in both the academic and theoretical circles.The paper first reviews the current three perspectives of understanding "brand equity" and the theory of brand value chain.By combinating the two parts,this paper modifies the brand value chain.The modified brand value chain interprets the process of how brand equity is created.Then this article applied the improved the brand value chain theory into service industry,and build the model on the relationship of service marketing mix,consumer-based service brand equity,market-based service brand equity according to the brand value chain thoery.Finally,this study used the customers of mobile communications in Guangzhou as the object of study and conducted a questionnaire survey.397 valid samples were obtained for quantitative data analysis and we found from the analysis that six dimensions of services marketing mix and the three-dimensional model of brand equity both exist in Chinese mobile communications industry;We also found that the first two phases of the improved brand value chain also exists in Chinese mobile communications industry.At last,through analyzing and concluding the conclusion,the author gave several constructive suggestions on how Chinese mobile communications companies improve their performance in market and how to enhance their brand equities.