Research On Service Brand Construction In China Tobacco Commercial Enterprise

At present, China tobacco commercial enterprise is trying to build service brand to enhance their core competence to face fierce competition in future tobacco market. It is because that service brand is playing a very important role in the development of service enterprises.At first, this paper reviews literatures of service brand. And then, in order to solve problems for service enterprises in their service brand construction process, such as the instability in service quality and lack unity in customer service level, this paper constructs a new service brand construction model composing of brand internalization theory, service culture theory and service value chain theory, which is based on the general service brand construction model, takes service culture as core and takes brand internalization as foundation.In the end, under the guidance of the new model and considering the actual situation of tobacco commercial enterprise, this paper proposes some service brand strategies for China tobacco commercial enterprise. There are designing diverse service contents for different customer needs, constructing a complete service culture system for the purpose to internalize service brand, developing the executive mechanism of service culture, striving to improve the internal service quality, and so on.