邮政速递企业品牌化发展战略问题及解决策略研究.docVIP

摘 要 随着我国改革开放的不断深化，我国物流业呈现出良好的发展态势，邮政速递企业作为我国物流业的重要主体，越来越重视品牌化发展战略，但从目前我国邮政速递品牌化发展战略实施情况来看，仍然存在一些不足之处。本文探讨了邮政速递企业品牌化发展战略问题及解决对策，首先对品牌的定义、品牌战略的内涵、 邮政速递企业实施品牌战略的重要性进行了概述；然后从市场竞争意识不强、品牌开发措施不当、品牌推广机制落后三个方面梳理了邮政速递企业品牌化发展战略存在的问题；接着从品牌化发展意识不强、品牌化发展模式落后、品牌化发展人才制约三个方面分析了产生问题的原因；最后从创新品牌化发展理念、塑造良好的品牌形象、提升品牌的社会影响、加强品牌的业务规划、加大品牌的投入力度、打造品牌化专业人才六个方面提出解决对策，希望对我国邮政速递企业更好的实施品牌化发展战略提供参考。 关键词：邮政；速递企业；品牌化；发展战略 ABSTRACT With the continuous?deepening?of Chinas reform and opening up,?Chinas logistics industry?has shown a good momentum of development,?the postal service express delivery?enterprises as?an important part of our?logistics industry,?more and?more attention to?the brand development?strategy, but?from the current?situation of?the implementation of?the development strategy of?Postal Express brand?of our country,?there are still some shortcomings.?This paper discusses the problem of?brand development strategy?express?postal enterprises?and countermeasures,?firstly?the definition of brand,?brand strategy?connotation,?postal express delivery?enterprises in the implementation of brand strategy?importance are outlined;?and then from the?market?competition consciousness is not strong,?brand development,?brand promotion?measures?when the?mechanism behind?this sort three existing?postal express?enterprises brand development?strategy problems;?then from the?brand development?consciousness is not strong,?brand development,?brand development of?backward mode of?talents?restricts the?analysis of causes of the problems?from?three aspects;?finally,?creating innovative?brand development?ideas,?a good brand image,?enhance the social impact of?brand, strengthen the brand?business planning,?to increase?brand?investment,?build?six aspects?brand professionals?put forward countermeasures,?to provide reference?hope to?implement the strategy of brand development?to?better?the postal service express delivery?enterprises in china. Keywords: Postal?express delivery?enterprises;?Brand;?Development strat