服务品牌,下一轮竞争的焦点（Service brand, next round of competition focus）.docVIP

服务品牌,下一轮竞争的焦点（Service brand, next round of competition focus） Marketing products are divided into three parts: in essence, form products and additional products, among them, the core of the real products in function, form the core of the product in the packaging, the core of additional product in service. But as the homogeneity of the increasingly fierce competition, in terms of these tangible factors such as function, packaging similar phenomenon is very obvious, so, the service became the focus of the next round of competition, especially the shape of service brand, is becoming an irresistible trend and trends. Service brand, of course, it is not to split contact with products, services and technology instead contact more closely, the customer service brand, from make service brand booster to make the service itself a strong brand. Overview of the service brand Service brands offer brand - style customer experience in a strategic and standardized way, thus enhancing the brands commitment to the public. It can give full play to the essence of the brand and add value to the target market. For service brands: One must be unique. The services you offer and the brand of service you build should be different in some ways. Whether to emphasize service localization or extend service time, whether to emphasize the service of the family or to highlight the fast and all-weather services, is a one-stop service with more services. The second is to amplify or deliver core brand commitment. Brand services must be represented by the behavior of the core brand commitment. For example, in Disney hotel, butler will throw his children at random in the toys in the room into the modelling of welcome, when the children back to the room after a day at Disneyland, will get a surprise. At the same time, tidy rooms, family-style services and other core features of the Disney brand are also reflected. Third, provide customer service consciously. For general service types, providing quality s