Study On Service Brand Builiding Based On Brand Relationship

The service industry will be the emphasis of our country's future economy. However,the value-added mode of traditional manufacturing and agriculture is becoming stereotyping and gradually being replaced by the model that focuses on service industry.Meanwhile,the service brands of foreign countries are everywhere in our country and still spreading continuously,while our own brands are developing quite slowly because of many reasons,even show some degree's stagnation.Thus,how to dig our service industry's potential to promote it developing quickly and create our own service brands has been an important problem facing our service industries.Based on existing theories,this paper emphatically analyses the problem of how to build a service brand from the angle of brand relationship.The main content of this paper includes:1.Summarizing related theories.Theories on brand relationship's concept and developing foundations,BRQ,service's definition and characteristics and that on service brand building are systematically introduced.Then,the angle of being based on brand relationship to study service brand building is put forward,which settles academic foundations for following studies.2.Establishing an integrated model of service brand building and deeply studying the problem of how to build a service brand.Based on former researchers' works,a mechanism model of the service brand building and the model of brand relationship are established.Then,by integrating the two models, the paper establishes its own integrated models of the service brand building. Further,the paper studied how to build a service brand based on it.3.Building a system of the BRQ measurement.Based on present literatures and combining special characteristics of service,a system of BRQ measurement is established.And the measuring model of the BRQ based on the system and theories of fuzzy Petri-net were presented.Also,a case application is given.4.Case analysis.Lastly,the paper makes qualitative analysis to the case of the building of China mobile's brand,M-ZONE,consequently,proving the application of the model.