Construction And Implementation Of Jinhua Tobacco Service Brand System

The construction of service brand not only reflects a business enterprise service quality and service characteristics, but also gets the recognition of customers and the market by spreading this service brand. Besides, it will make the enterprise different from others and more competitive. When the cigarette marketing comes into the times of service marketing, service as a business enterprise duty can not only reflect the soft strength and the core competitiveness of commercial enterprises, but also is the inner requirement and development of cigarette marketing necessity. With the rise of the tide of tobacco control and market saturation sales turning point coming, tobacco enterprises need more service brand building to enhance the core competitiveness and the soft power. No matter at home or abroad, whether from within or outside the industry, the service brand building is still on the primary stage of exploration development. The construction of service brand of tobacco enterprise, influenced by the ideological understanding, inadequate planning and the monopoly system and other factors, are often given up halfway and imperfect. This paper takes Jinhua tobacco as an example to find out the problem of service brand building, set its goal and propose corresponding solution, helping construct complete construction service brand system and propose effective schemesThe first part of this paper makes a systematically comprehensive clear-up for the construction of service brand of tobacco enterprise in order to build complete service brand construction system, which mainly consists of six parts: service brand objecting system, service brand concept system, service brand image system, service brand design system, service brand standard system and service brand improvement system.In the service brand design system, first of all, we should create a service project positioning model and find an integrating point of service projects from the two dimensions: customer needs and the needs of the enterprise, providing new ideas for enterprise service project about positioning fuzzy and how much service cost. Secondly,have a subdivision of the service levels for key input services according to different levels of customer demand, to make the service meet customer’s demand with pertinence. Besides, have a second design and optimization for service process with the use of "the peak end rule" to make the service process flow smoothly, prioritize, in order to achieve the best service effect. Finally, innovate the service interface and actively explore the service interface with more high quality, efficiency and high speed under the mode of the network and the mobile Internet. In the service brand image system, construct Jinhua “Jin Yan” service brand tobacco enterprise of its own, with distinctive local characteristics, coming down in one continuous line with Jinhua tobacco culture.In the second part of this paper, the author intends to explore the specific implementation for the practical aspects of the service brand building. We have put forward a complete solution both to its three-year plan to promote the brand of service,and to the implementation of brand communication. In order to finish the service brand construction, we actively promote the nine service characteristics, to make service brand win support among the people. At the same time, in order to ensure the smooth implementation of the service brand building, we give the four basic support working including three member collaboration, customer service transformation, the service brand building, Industrial and commercial cooperation and team building towards the service brand.