Research On The Establishment Of Nanchang Metro Service Brand

With the molding and improvement of urban subway network of subway connect communities,schools,hospitals,business circle,prompting the subway in service role is no longer limited to transport,but to the public service,the life entertainment,business spending,cultural diffusion,the city's image display diverse fields such as,“subway life circle” for the subway enterprises meet the demand of customer diversified proposed the new challenge.Based on the theory of brand management and service marketing,this paper studied and analyzed relevant literature at home and abroad,combined with the development status and development needs of the subway industry,and proposed the research topic of service brand creation for subway enterprises.Through interviews with the management and front-line service personnel,we learned about the development history,management status and strategic planning of Manchang Metro enterprises.Through the questionnaire survey,customers' evaluation on the service quality of Nanchang Metro and their perception of the enterprise's brand are grasped,and relevant opinions and Suggestions are collected,which is an important basis for empirical analysis.Through the above research methods,this paper analyzes the status quo of the subway service brand construction in Nanchang,and points out the main problems in its development process and the main causes of the problems.Based on the successful cases of subway service brand construction at home and abroad,combined with the regional characteristics of Nanchang and the characteristics of enterprise management,this paper puts forward the idea of constructing the whole process management of Nanchang Metro service brand.Based on the three main service scenarios of Nanchang Metro passenger service,Xiaoxianlu social welfare service and lvxing APP life service,this paper constructs the service brand architecture,identifies the key points of each creation process,and elaborates the practical operation Suggestions of each creation link.It provides useful reference for Nanchang Metro to improve its service level,realize the integration of all brands,and build a strong service brand.For Nanchang Metro,the leading of the service brand is conducive to the implementation of the enterprise's diversified industrial development strategy.In thefierce market competition,through the network of subway lines continue to extend the tentacles of service,to create more service value for the citizens,enterprises will certainly win social benefits and economic benefits of double harvest.