In the 21st century, Chinese manufacturers have begun to regard services as an independent strategic goal. The greatest performance is to build service brands. For example, in June 2004, Dongfeng Liuzhou Automobile's “Sunshine Online†service, in August 2005, Ingersoll-Rand’s “Sincerity Service†brand, in October 2005, Shanghai Volkswagen’s “Techcare Public Care†service was no longer a product. The appendages, from the supporting role to the leading role in the marketing system.
Looking at the existing service brands in the manufacturing industry, we can take a look at the composition of service brands. In general, the service brand consists of six factors.
The first is quality of service. Many aspects such as service items, service standards, service methods, service commitments, etc., together constitute the evaluation criteria for service quality.
The second is the service model. The service model includes the business model (such as outsourcing, franchising, and independent service expansion model) and management model. The service model and service response speed and service scale together constitute the three core competition points of the service.
The third is service technology. The technical content of the service is one of the key factors that determine the quality of service. At the same time, continuous innovation in service technology is a crucial source for enterprises to obtain sustainable competitive advantage.
Fourth, service costs and service prices. The quality of service cannot be improved without limit, irrespective of service costs, which is not good for business operations.
Fifth, service culture. The service culture is based on the integration of corporate culture and market consumption culture. The service culture must be based on customer-oriented brand culture.
Sixth, service credit. Integrity is one of the key factors that cannot be missed. Solving the professionalism of marketers is a problem that cannot be ignored in building a service brand.
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