On The Construction Of Service Brand

With the rapid development of economics, the current market has become more rational and specific. The competition among corporations has gradually been switched from scale, quality, and technique of products to marketing strategy, after service and the brand, among which brand competition has become the theme. As the competition of service industry in our country undergoes a rapid growth, the brand of service become a vital competitive method for service enterprises. Entering the new century, with the pattern shift in the market, the competition among companies gradually converted to comprehensive service competition. To tobacco enterprises; we shall seize opportunities, face the challenge, and the most effective approach to this service competition is to build up our service brand.So far, our main focus is on tangible products, while researches on the theory and practice of service brand are relatively lagged behind. If a company does not recognize the importance of service brand, it is difficult for it to expand its competitiveness through service brand development and brand management, and then it will make this service brand cannot display its function comprehensively, not to mention cultivating an extraordinary brand that possess a vivid character of a nation or a company. In short, the current service industry, especially that under the monopoly of the legislation of the government, does not have a clear idea of service brand. They have a long way to go to surpass customers'satisfaction and realize the aim of customer loyalty as they do not establish a unified service system.The product of tobacco companies is "service", and service is one of the core competitive strength. Therefore, how to provide "qualified, efficient, and satisfying" service is a key factor that tobacco business companies should consider. Meanwhile, as the State Tobacco Monopoly Bureau requires building "regulated, effective, active" tobacco companies, we should strengthen the service management. Therefore, YiBing Tobacco Company is actively exploring a way to establish the service brand, aiming at rising the additional value of its products, improving the competitive ability of its company, and finally, and building up the core competitive power of its company.YiBing Tobacco Company actively explores to establish the service brand, and takes the cultural feature of its company as the soul of the service brand building. Through comprehensively learning related policies and theories, we try our best to understand the meaning of service brand. By referring the extraordinary service brand pilot enterprises and combining the reality of our company, we have learned the current situation of tobacco service brand and the need of our company. Besides a variety of survey, discussion and research methods, we have made an outstanding strategy of service brand project, and have already extracted a characteristic service theory—the system of "TongXin" service brand. We also have established a primary service brand system, conceived a character of a specific culture of our company, and included cultural system, operational system and supporting system combining together to form a triune "TongXin" constructional system. It's a theoretical and institutional support to further carry out "TongXin" service brand. Among them, cultural system contains the theory of service theory, the design of service brand and the identification of service activities; the operational system contains the formation of service guidance, the optimization of service procedure, and the judgment and inspiration mechanism; the supporting system contains training methods and the establishment of organizational units.The ultimate goal of Yibin tobacco company is to improve competitive strength of brand and to promote the building process of service brand by establishing "TongXin" service brand and its further operation. This paper tries to review and summarize the process of service brand establishment and implementation of Yibin tobacco company with the theory to sum up the experience, problems, weaknesses and solutions. Of course, what more importent is to anatomaize and improve the concrect establishment of service brand in industry, national and globalize background by the guidance and comparison of the theory realizing the rise of that from the specific to the abstract and from the practice to the theory. Consequently,it look forward to gain the universal conclusions and meaning, not only provide reference for services brands building of the rest of the tobacco business company but also gain opportunity of extent of the general service businesses.So then,what commend the core of the services brands extablishment, extent the services idea and improve the enterprise competitiveness of our state is the ultimate aim.