Research On Evaluation Methods Of Famous Service Brands

With the rapid development of the "The era of service economy " and the rapid transformation of China's industrial structure,the development level of the service industry has become an important symbol to measure the degree of regional economic development.And now,we are in a century full of brand competition and enterprises have entered a new era of brand competition.Under the dual challenges of world industrial structure adjustment and economic globalization,China needs not only a lots of manufacturing brands,but also a large number of service brands.In the service economy society,the famous service brand will become the enterprise's magic weapon and the important cornerstone for enterprises' sustainable development.However,at the present stage,there is a lack of a unified evaluation standard for the evaluation of famous service brands.So this article sets up a service brand evaluation system to shape regional service brand,the selection service industry bench marking enterprise,taking into account the commercial value,service management,service integrity of the quality system,and the advantages of business in the future sustainability of all round.Based on the relevant literature,this paper finds the influential factors of famous service brands and the evaluation index of famous service brands.Then using the Multidimensional Scaling Analysis method and the Cluster Analysis method to select the service brand,service strategy,service quality,service quality improvement,service result evaluation index,a total of five dimensions of 20 recycle.By using the Analytic Hierarchy Process method to determine all the index weight,then establish the final evaluation index system of famous service brand.After that,the scoring criteria and evaluation process of the service brand are designed,and the empirical study of the evaluation system is further carried out in Jilin province.Proved that the establishing the system of famous service evaluation can not onlyfor the relevant departments of the selected area of service brand,setting up the industry benchmark,promoting brand strategy,or to speed up the economic development,and also for service enterprises pointing out the improvement direction of deficiency in the operation of the enterprise and promoting enterprise service management system to upgrade.