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1、.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
2、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-..-..ABSTRACTWiththecontinuous deepening ofChina'sreformandopeningup, China'slogisticsindustry hasshownagoodmomentumofdevelopment, thepostalserviceexpressdelivery
3、enterprisesas animportantpartofour logisticsindustry, moreand moreattentionto thebranddevelopment strategy,but fromthecurrent situationof theimplementationof thedevelopmentstrategyof PostalExpressbrand ofourcountry, therearestillsomeshortcomings. Thispaperdiscussestheproblemo
4、f branddevelopmentstrategy express postalenterprises andcountermeasures, firstly thedefinitionofbrand, brandstrategy connotation, postalexpressdelivery enterprisesintheimplementationofbrandstrategy importanceareoutlined; andthenfromthe market competitionconsciousnessisnotstro
5、ng, branddevelopment, brandpromotion measures whenthe mechanismbehind thissortthreeexisting postalexpress enterprisesbranddevelopment strategyproblems; thenfromthe branddevelopment consciousnessisnotstrong, branddevelopment, branddevelopmentof backwardmodeof talents restricts
6、the analysisofcausesoftheproblems from threeaspects; finally, creatinginnovative branddevelopment ideas, agoodbrandimage, enhancethesocialimpactof brand,strengthenthebrand businessplanning, toincrease brand investment, build sixaspects brandprofessionals putforwardcountermeas
7、ures, toprovidereference hopeto implementthestrategyofbranddevelopment to better thepostalserviceexpressdelivery enterprisesinchina.Keywords:Postal expressdelivery enterprises; Brand; Developmentstrategy-..-..目录1绪论11.1研究目的和意义11.2国内外研究现状11.3研究思路和方法22邮政速递企业品牌化发展战略概述32.1品牌的定义32.
8、2品牌战略的内涵32.3邮政速递企业实施品牌战略的重要性32.3.1有利于争取客户和提高效益32.3.2有利于提高市场整体占有率32.3