Study On The Strategies Of Improving Tobacco Commercial Company Service Brand Competitiveness

At present, service economy is becoming the leading force in economic development.Chinese service industry is also showing a trend of rapid development. Corresponding with this is, the service economy has entered the era of brand competition. Tobacco commercial enterprise as a traditional service enterprises, the service object includes the tobacco industry enterprises, retailers and consumer, enterprise’s service ability is the core competitiveness, but the service brand is the embodiment of core competence. In recent years, the tobacco commercial enterprises to actively participate in the construction of enterprise culture, but overall, the service brand for the tobacco business enterprises is still a new thing, the vast majority of tobacco commercial enterprises understanding of service brand itself is not enough in-depth, service brand building more still exist in the culture,philosophy and consciousness, has not yet formed to have influence in the business field or a range of service brand.Around the research topic, research on the competitiveness of the brand, service brand competitiveness home and abroad this paper analyzes the five factors which affect the tobacco Business Companies service brand competitiveness, and these five factors are how to effect the service brand competitive power, the formation of tobacco Business Companies service brand competitiveness formation mechanism model.On the basis of this, this article on the tobacco Business Companies service brand competitiveness is analyzed in depth, from the market capacity, market visibility, market market satisfaction, loyalty four dimensions of current tobacco commercial enterprise service brand competitiveness is analyzed and evaluated, come to a more objective evaluation of results. According to the evaluation results, from four aspects:brand positioning, service quality, service mode, brand communication proposed tobacco Business Companies service brand promotion strategy. And take S province for example, from a realistic point of view, put forward specific measures to enhance the brand competitiveness of the present stage.The main conclusions of this paper are:First, the main factors affecting tobacco Business Companies service brand competitive power are:basic support factors, five aspects of strengthening support factor, marketing factor, culture factor, policy factors, these five factors, directly affect the service brand market performance, market visibility, satisfaction and loyalty of market market.Second, compared with the current social competition in the industry, the tobacco commercial enterprise service consciousness, service efficiency,service quality and management level are a large gap, service overall brand competitiveness is not high, needs to be improved.Third, focus on the promotion of tobacco Business Companies service brand competitiveness, should focus on long-term development of tobacco industry, from the comprehensive implementation of brand positioning, service quality, service mode, brand communication and promotion strategy, to promote the sustained and healthy development.Fourth, from the current practical point of view, we should start from the aspects of optimization of cigarette supply structure, optimization of retail outlets layout, innovative services, improve tobacco Business Companies service brand competitiveness.