民营快递企业品牌价值观建设研究——以长三角民营快递企业为例

On Brand Values-shaping of Private Express Delivery Enterprises——A Case Study in Yangtze River Delta

长江三角洲民营快递企业虽然发展迅速,但仍存在着人员素质低、服务质量差等问题。通过对长三角民营快递企业品牌价值观建设情况的调研,发现民营快递企业的消费者投诉率和品牌价值观建设情况存在着逆向变化。因而,丰富和完善品牌价值观内涵以建设品牌,是长三角民营快递企业增强品牌市场竞争力的重要举措。应吸纳外部文化因素来弥补长三角民营快递品牌价值观欠缺的部分,有针对性地从明确品牌文化定位、整合品牌文化资源、塑造品牌文化价值观、凸显品牌文化个性、选择有效的文化传播方式和提高员工文化素质六个方面建设民营快递企业品牌价值观。

Though the private express delivery enterprises in the Yangtze River Delta region are developing rapidly, they still have some defects like low-quality staff, poor service, etc. A survey about the brand values building of those companies indicated that there was a reverse-changing correlation between consumer complaints rate and the level of brand values building of these private express delivery enterprises. So those companies should enrich and improve the content of the brand values to make their brands more competitive in the express delivery market. External cultural factors can be used to make up for the missing parts of the private express delivery enterprises brand values. Six strategies have been finally adopted to shape the brand values of private express companies, namely, positioning brand culture clearly, integrating brand culture resource, establishing brand culture values, highlighting the brands＇ cultural identity, choosing effective means of communication and improving the cultural quality of employees.