Research On Brand Construction Of Airport Service

In today’s highly competitive domestic and international markets, brand canoccupy a larger market share and reap excess profits. Enterprises to survive anddevelop must develop the right brand strategy, brand integration of existingresources. However, some enterprises a clear understanding of the concept ofbrand real or not in place, often hold the idea of a quick profit engaged in brandbuilding, brand connotation and core value is not extracted, lead to the creation ofconsuming resources from all sources estimate, the brand did not play itsexpected role. With the rapid development of China’s aviation industry, thedramatic impact of high-speed rail, not only the development of civil airportsprovide an important basis, it faces a great challenge.In this paper, on the basis of reviewing the study of the status of domesticand international brand building and civil airports，first carried out a systematicanalysis of the civilian airport services brand building，mainly from the meaningand characteristics of the brand building of airport services, the revelation of thedomestic and international civil airport services brand building, domestic andinternational civil airport service problems in three aspects discussed in the.Second is to build a civilian airport services brand system, from the service brandpositioning, to the entire brand the system analysis, finally a brand system design.Once again, the civilian airport services brand building strategy of the analysis, toHarbin Tai ping International Airport as an example to empirical research.Through this study, provide a theoretical reference for the construction ofChina’s civil airport services brand in order to enhance the overall level of serviceof civil airports in China.