Public Utilities Service Brand Strategy Research

During the period of Chinese economic transformation, the public utilities servicein China stays relatively undeveloped, as an industry, the competitiveness is weak.This article is based on the knowledge of Management; discussing how to establish awell-functioning appraisal appraisal system in a limited period of time, how todistinguish the potential market, build up a strategic multi-layers development forpublic utilities service brand and how to set up a viable and well-adopted servicebrand strategy.The first of all, this essay shall discuss the definitions of Tangible products andservices and Intangible products and services, then analyze the strategies of servicebrand, then bring out the core argument that the most essential value of Service Brandstrategies is to keep consistence with consumers’ value and ideologies. Thefoundation of the core idea is the thorough study of the market research, employed themethod of marketing plan and broadcasting. Secondly, in the case study of the article,author selected and chose a public utilities service company in Tianjin as a typicalcase to study. Through the analyze of the challenges the company faces and thecircumstance in competition, then pinpoint the3layers cyclic development model ofpublic utilities service brand, then individually distinguish the task and requirementfor each layer, the aim is to provide a reference for public utilities service company inorder to establish a brand of their services. The essential argument is that the keypoint of increasing the service brand level is to manage both service quality andinternal circumstance of the company. The article has proved the argument that theincrease of a brand in service brand shall request the supports form different areas.