我国快递业品牌建设现状及对策思考

Current Situations in the Brand Construction of China's Express Delivery Industry and the Countermeasures

本文认为,面对已进入我国的国际快递业品牌巨头,我们不难发现,我国快递业品牌和品牌建设方面存在的问题十分突出,主要是品牌意识淡漠,品牌不成规模,品牌定位不准,品牌缺乏内涵,品牌推广乏力。当前,审视WTO市场环境下中国快递业的竞争态势,我国快递业的品牌建设应从以下几方面下功夫:转变品牌经营观念,正确认识品牌价值;加强品牌整合,实施差异化战略;明确品牌定位;重视品牌内涵建设;构建品牌推广体系,提升品牌实际价值等。

The author point out that, faced with tycoons of international express delivery industry that has entered into Chinese market, it is not difficult to find that there are some problems with brand of China＇ s express delivery industry and brand construction. To solve these problems and quick brand construction of this industry, we should, first, change the idea of brand operation and correctly understand the value of brand; second, strengthen brand integration and implement differentiation strategy： third, clarify positioning; fourth, pay more attention to the construction of brand connotation： and fifth, set up the system to put the brand advances to practical use and improve the actual value of brand.