Study On The Strategy To Improve The Quality Of Translation Service

This paper focuses on the study of the strategy to improve the quality of translation service based on the perspective of brand management describing the relationship between brand management and the quality of translation services, building management framework and exploring the strategies to improve the quality of translation services.This paper takes signal theory, Total Quality Control and customer perceived service quality as the basic theories, and applies several researches on brand image, customer experience and the internal marketing of service brand, etc. to describe the relationship between brand management and the quality of translation services, as well as generalize service brand management key points. The key points of service brand management are as follows:service brand strategy, service brand image, the internal/external marketing of service brand, brand touches management based on perceived quality.People make a great deal of researches on translation service quality before, but few people study translation service quality from a brand perspective. In addition to the language level factors (i.e., technical quality), there are many factors that will impact ultimately the quality of translation services, such as company’s operating philosophy, quality culture, recruitment of translators, customer touches and brand image. From the perspective of marketing economics, based on signal theory, translation service must have brand. Brand is the signal of quality. The translation service quality can be improved by brand management. This is a new approach to jointly solve the quality of translation services in the new situation of industry and enterprises.I think we can solve this problem through the following ways:(1) To avoid low-price competition, select excellent translators and improve the quality of translation services, companies can take brand (differentiation) strategy and strengthen the brand management. According to signal theory, the more brand-oriented, the more emphasis on translation service quality. Companies do not choose to reduce the input to the quality of translation services, sacrifice the quality of translation services, and therefore compromise brand image leading to loss of customers and reduced benefits; companies focus on brand image, increase the input to the quality of translation service to improve quality leading to repetitive purchase and increased income without reducing profits because of the extra investment. Increased profits are the motivation for companies to improve the quality of translation service. In addition, the core of the brand is quality. Without high-quality translation, well-known brands will become a tree without roots. To ensure the quality of translation services, especially functional quality, it is necessary to establish a set of quality management process. By taking advantage of human resource management in brand management, it is available to select excellent translators.(2) To strengthen the distinctive, high-quality brand positioning, make customer easy to identify, establish a good brand image, including the design of a good visual brand image; establish a good image of staff; establish a good reputation.(3) To avoid parochialism, focus on brand marketing communications, including valuing internal marketing, incorporating quality culture into brand culture construction system; to strengthen brand promotion, value external marketing to increase customer awareness of the brand.(4) To improve customer satisfaction, reduce customer complaints, avoid the loss of customers, put emphasis on communication with customers, including building personalized service, and properly handling customer complaints.