The Service Brand Strategy Of Ximing Company

For a long time, the power test service is monopolized as a subsidiary market of the power industry which is a country’s monopoly industry, but with the starting of the power reforming, the power test service stripped from the traditional monopoly industries to be a competitive industry. For the power test services market is just restructuring theses years, the entire market is still in the chaotic state, the relationship between customers and new service providers is not yet stable. The customer demand and expectations is different. After the broken of monopoly, the original passive loyal customers is gradually acquiring dominant position, the variety of customer demand and the difference of customer will make the market to be redefined and segmented.But how to catch the new market, how to expand the market influence, all of the service providers didn’t know. This study analyzed the change of market and the date of sales, simulated the sales behavior, and then getting the problems in the original sales model of Ximing company: the customer station testing services market has been ignored, which is accelerating to open, and the company has no matching service brand strategy.This study took18customer companies,7competitors and1supplier as the interviewees, through the depth interviews to get the current supply-demand information and what is the customers’expectation for each service program. Based the market positioning theory, this paper divided the customers for nine kinds, and then integrated them into three kinds of markets, based on if they have enough money or not, if they effected by the power company or not, and if they are sensitive about price. After these discussions, this study located the company’s brand image and service projects in the target market through the analysis about the company’s own advantages, and constructed the service brand strategy system for Ximing Company.