地震中物流企业承担的社会责任对品牌认知度的提升作用——以玉树地震中顺丰义务运输的影响为例

Promotional Effect of Social Responsibility Undertaken by Logistics Enterprises in Earthquakes on Brand Recognition:with Shunfeng Voluntary Transportation in Yushu Earthquake as the Example

提出一种基于责任-反馈机制的物流企业承担的社会责任与品牌认知度的关系模型。通过分析在玉树地震过程中,顺丰采用大规模免费运输救灾物资这一行为,从经济责任、法律责任、环境责任和公益责任这四方面分析这种行为对顺丰这一品牌认知度的提升作用。模型的运算结果显示:物流企业在一些特殊情况下承担社会责任与企业品牌认知度的提升具有因果关系,其中物流企业在一些灾害发生等特殊时期,勇于承担社会责任,可以正向影响快递物流企业品牌认知度。

In this paper, we proposed the model of the relationship between social responsibility of logistics enterprises and their brand recognition on the basis of the responsibility-feedback mechanism, then with Shunfeng Express in the Yushu earthquake as the example, analyzed how its performance improved its brand recognition.