The Research Of Service Brand Contact Points In Expressway Service Area Based On The Multi-dimensional Interaction

"Brand" as an important sector of marketing management theory, it has become the focusof the academics research in this field. From the point of the existing literature, the relevanttheories of brand content have reached a relatively rich. But on the basis of the existence ofobjective things, the development of human perception is changing. Therefore, this paperargues that the brand for the further study of the related theory is the law of the developmentof things. Brand related problems in the social and economic sectors are worthy of researchand explore. This article is the background according to the policy and the premise ofeconomic development level of selected topic, have very strong real time and attention.Since the end of March2010, the premier of the State Council pointed out that toencourage and guide private capital to enter in the fields of transportation, to further expandthe investment scope and field of folk. Since people’s BBS research group found that the mainhighway service area of the private enterprises are on the increase, private capital to enter thefield is becoming a trend, and gradually become the main force. In the same industrycompetitors have been looking for ways to the development and enhance competitiveness.Which brand is the cornerstone of the impregnable service-oriented businesses, is theimportant source of competitive advantage. So for expressway service area, the constructionof service brand is a vital link. And looking for the brand in the construction of service brandcontact point is the turning point of brand construction quality.Based on the expressway service area as the research scope, through defining the servicebrand and product brand, service, brand and product brand contact point between thedifferences between the contact points, and then build a multidimensional interactive servicesdynamic model and the integrated model of service brand contact point. The concrete contentincludes:One is for multidimensional interaction, service brand building and brand contact pointrelated theory of literature and expounds;The second is for expressway service area based on multi-dimensional interactiveservice brand contact point integration research. Through the multidimensional interactiontheory and the qualitative analysis of the theory of service brand contact points out that the interactive interaction process of subject service brand contact points, and then build amultidimensional interactive services and service brand contact point integration model;The third is Case Study. Through the questionnaire validate and amend, to redesign thequestionnaire. And then the formal questionnaire survey, from the data, testing integrationmodel, analyzing case samples and problems at the same time, and according to the surveydata and the service condition, the integration model applied to the case.Research results show that in the process of the construction of service brand, interactivesubject and form in the construction of service brand contact points plays an important role,the multidimensional interaction and service brand contact point is closely relative to thequality of the construction of the effect. In the model, a multidimensional interactive subjectincludes: expressway service area service brand, the passenger, expressway service area, otherstakeholders; Multidimensional interaction including: sensory interaction, emotionalinteraction, interactive thinking, action and associated interactions. In west signs in theservice area of the case investigation, in order to "Home" as a service brand positioning, onthe basis of multidimensional interaction, consider and interactive subject, on the real contactpoint puts forward the construction plan and service personnel contact. In the construction ofservice brand contact points at the same time, also in the subsequent guarantee has theirmaintenance and consolidation measure.Research existing shortcomings:(1) the scope of this study is the west signs in theservice area, is still a funding management, does not belong to fully market-oriented servicearea, there may be limitations in the process of plan implementation;(2) the applicability ofthis research remains to be seen, in the application of private investment of the expresswayservice area, further improvement is needed;(3) in the present domestic highway service areaunder the support of technical conditions, the theory of this paper is relatively applicable, butwith the development and the improvement of science and technology, the theory of this paperalso needs to be further improved.