国际快递企业的品牌优势分析及启示——护佑理论的视角

Analysis on Brand Advantage of International Express Firms and its Enlightenment

本研究以护佑理论为基础,结合品牌知识的相关文献,分析国际快递巨头在中国的品牌优势构成及其护佑过程,并认为中国快递企业的品牌建设需要同时在母公司层面以及各个下属分支机构层面共同努力。

Based on the parenting theory, associated with the knowledge of brand, the paper analyzes the structure and brand parenting process of brand advantage of the branch of the international express firms in China, tries to give some valuable advices for the further development of many express firms ofC hina and considers th at it is necessary to invest in the brand building by both the parent and its subsidiaries,