Study On Service Brand Building Tactics Based On Brand's Relationship

Today with the rapid development of economy in the world, the market has from the seller's market into a complete huge buyer's market. Since the outbreak of the industrial revolution, the product of mass production to imagine that goods at the speed with which the people and the world, ford motor with a production line, the standardization, large-scale promotion unprecedented high homogeneity, McDonald's and its development acme. When the product is not the only means to attract consumers, invisible brand has become a new era of marketing, more powerful tools become increasingly improve enterprise competitiveness, the main source.With the development of our national economy, the service will be the future development of economy, the traditional manufacturing industry and agriculture original value-added pattern also gradually by taking service as a new mode of competition. Meanwhile, foreign service brand in China "and" blossom will further expand our service, and the trend of brand is due to various reasons, even a slow development of signs of depression. Therefore, how to excavate the potential of our services, promoting the development of service industry, and create their own service brand development of China's service industries, then became a major issue. Based on the existing theories and absorbing, on the basis of research achievements on brand relationship based on the analysis of the problems created brands. The main research contents include:1. related theory. The concept of brand relationship and forming the basis, brand relationship quality, service definition and characteristics related theory and research status of service brand creation, the system was proposed based on brand relationship to create brand perspective, and to study lays a theoretical foundation.2.This paper established the service brand creation mechanism model and dynamic model of brand. Service brand creation mechanism model including product attributes, brand recognition, the core value of brand, brand orientation, brand communication/communication and brand loyalty and commitment/six aspects, The dynamic model of brand relationship building, including growth, deepen, split, composite five stages. 3. Established in service brand building integrated model. Through the service brand creation mechanism model and brand relationship, establish the effective integration of the dynamic model of service brand, and create integration model based on this research, the service brand creation, enriching the content of brand theory research.4. Research on brand relationship in various stages of the features described, based on the proposed service brand in all phases of creating strategy.5. Service brand creation case analysis. China mobile to create "the m-zone" brand cases were analyzed, from a practical perspective verifies the service brand building integrated model has application value.