Build Customer Value-based Service Brands

This paper investigated the contents and characteristics of service product, basing on the literary research of brand theory and customer perceived value. The main influential factors to custom service-selecting, the value perception and service evaluation after selection would also be addressed in this research. As the results, the approach that how to build the service brand for engineering consulting organizations will be concluded. The brand theory, service theory, and custom perception theory are taken into an in-depth study. Then, the customer's perception and appraisement after service selection and the channels of customer satisfaction can conclude the importance of brand building and know-how for engineering consulting corporation. Following research into brand theory, service theory and customer perception, the 7P features before customer selection and during selection period can be explored through theoretical analysis of customer demand and customer expectations. These features demonstrate how to consider customer value and customer demand then provide satisfying product and reasonable price to customer. Service Company should sending more company information to customers through tangible demonstrate, promotion and marketing channels, which can improve customer satisfaction and create brand loyalty.Meanwhile, Service Company should strengthen and improve human resource management, attract talent for service completion, thereafter, train excellent corporation manager and promote Service Company's product innovation, especially for Producing Service Company, to satisfy the needs of social and customers. Find out the profit maximum point based on maximizing customer value, which means that the Service Company maximizes and remains its profit when the customer value is maximized continuously and successful build the brand. Moreover, this paper introduced Beijing Municipal Engineering Consulting Corporation (BECC.) into the case study, which based on project consulting service market. The research focus on the 7P issues during BECC brand building period and service delivering procedure, which include product, price, place, promotion, participants, physical evidence, process. The strategy for brand building is proposed aiming to the company current situation and development. The optimized suggestions been tabled from organization structure adjusting, service filed expanding, talent training and service improving part. In sum of mentioned above, this research expect implement brand-building, and then establish a solid foundation for well development of Project consulting service industry. This research is carried out on the background of increasing service marketing and the requirements to service, and under the research methodology of qualitative analysis and case study. The strategy of brand building for service organizations is finally concluded which will definitely contribute to the social development rapidly and well.