The Microeconomic Analysis And Path Study Of Building Service Brand

With our country’s economy getting into transforming period, service industries are now dominating national economy. As a powerful weapon, brand is one of the most important tools to compete with others under the reformation of supply side. Building strong brand is necessary to the development of our service industries in the long term. But there is barely scholar studied this field from the perspective of economics as most of them using theories from management, informatics. The so-called brand economics is facing lots of argument because of its one-sidedness. Under this tough background, it’s extremely urgent to study the value of service brand and the path to build it with the help of economics.This paper has two main parts. In first part, I first explore economic essence of brand, introduce it into traditional economics through relaxing fundamental assumptions and analysis its influence and principles. Then, I expand the universality conclusion of brand into service brand after combining characteristics of service, which proved the value and influence of service brand. The second part is mainly about how brand can be built. Firstly, I put forward that the economic mechanism of brand is coming from brand asset, which means the path of building brand is virtually the process of accumulation of brand asset. Then, according to the path of brand building we studied and characteristics of service, I propose the components of service brand asset and its path to building. At the end of the thesis, I put forward my suggestions. The main innovation of this paper is that I introduce brand into the field of economics and build a relatively complete economic analysis framework with the employ of brand asset theory, which can support entrepreneurs to analysis and build service brand.