Customer Value Impact On Service Brand Competitiveness

Abstract Along with society's development and economic environment's change, took one kind of management idea by the customer value already widely to accept by the Domestic enterprise. The market competition environment has occurred from the seller's market to the buyers'market constitutive change. Has experienced the many year economical swift developments, in the domestic market the material plaque is deficient the condition had the fundamental improvement, transfers the buyers'market which as a whole scarcely by the commodity supply exceeds demand, presented the keen competition nearly in each profession market. Under this kind of market environment, the consumer had more independent options, the quality or the price and so on single factor superiority was already insufficient to win the competition, customer's various demand receives the further attention, the customer satisfies into the weight enterprise competitive power the comprehensive target. Presently, regardless of being the service provides the promotion which the enterprise or the product manufacturing enterprise start to pay great attention to serve, because the intense market competition already from to take served take the price competition as main feature's low level competition as the principal means compares the top level the competition to transit, therefore the establishment service brand, promotes its competitive power significance to be significant. But to serves the brand in the research, to serves the brand competitive power the research to be limited.Therefore this research hope in the review massive literature's foundation, proposed that the service brand competitive power's meaning, and found the customer value and between the service brand competitive power inner link, and proposed the promotion service brand competitive power effective action by this. This research constructed the customer value, the customer to satisfy, the customer to serve the brand competitive power loyally the influence theoretical model, and chose the high contacting service industry-food and beverage industry to confirm the customer value and the customer as the object of study satisfies, the customer loyal as well as to serves the brand competitive power to have the remarkable influence.According to this research's conclusion, the union service brand's characteristic, proposed from the customer value's angle improves and enhances the customer value to promote the service brand competitive power several manage ment to suggest, formulated the corresponding strategy for the enterprise to provide certain theory and the practice basis.