Research On Brand Building Of Family Service Enterprises Based On Standardization

With the good momentum of steady growth of Chinese economy,and China further relaxed its family planning policy;changes in size and structure of households;rapid development of national economy;upgrading of consumption patterns etc issues,which led to an increasing demand for family services.However,the domestic household service industry started relatively late,with problems such as insufficient overall supply,uneven service levels,unclear corporate brand image,and low customer satisfaction etc.It is difficult to meet consumer demand for high-quality and sophisticated household services.In June 2019,the State issued the Opinions on Promoting the Quality and Capacity Expansion of the Domestic Service Industry,emphasizing to cultivate well-known brands in the domestic service industry,and indicated that standardization is an inherent requirement for the healthy and orderly development of the domestic service industry.We must support and improve the standardization of family services vigorously.Home service enterprises should focus on brand building and understand the relationship between standardization and brand building correctly.Relying on standardization to improve service quality;lead the development of the industry and shape a good brand image to help enterprises stand out in the fierce market competition,and be invincible.With the methods of documentary analysis and case analysis,based on the perspective of standardization,this paper studies the brand building of home service enterprises.First introduces the research background and research significance,and explains the content and framework of this article.Then summarized the literature on brand building and standardization at home and abroad,and focused on two classic brand models and theories--based brand value model and a brand internalization theory.On this basis,made the model about standardization and the brand building of home service enterprises,demonstrate the brand building of home service enterprises from the perspectives of brand internalization and brand marketing,and the internal relationship between standardization and brand building of home service enterprises.Promoted the brand internalization of enterprise and employee by the compilation and implementation of the standards.Promoted the brand marketing by the publicity,revision,feedback and improvement of the standards.Next introduced the case of the establishment and operation of company Y's standardized system and the promotion of corporate brand building.Company Y has established and implemented a common basic standard system for services,service guarantees,service provision,and job standards to help standardize the company's brand and achieve rapid and healthy development.Finally,summarized the experience of company Y and based on the perspective of standardization,provides suggestions on brand building for home service enterprises from four aspects: brand quality,brand marketing,education and training,and evaluation feedback.It is recommended the standardize to ensure corporate brand quality;as the starting point of standardize for brand marketing to promote vocational training and staff quality improvement;improve the evaluation and feedback mechanism by standardization.