物流品牌资产与物流企业盈利能力成长关系的实证分析

Empirical Analysis of Brand Asset and Profiting Capacity Growth of Logistics Enterprises

在梳理物流企业盈利能力成长影响因素相关研究背景和已有研究基础的前提下,就物流品牌资产与物流企业盈利能力成长关系进行了深入研究,借助实证分析得出物流品牌忠诚度、品牌认知度、品牌溢价能力、品牌美誉度等是物流品牌企业资产形成的基础,而物流品牌资产是促进物流企业盈利能力成长的重要因素,两者之间的关系是密不可分的。因而要促进物流企业盈利能力成长需要夯实物流品牌资产,如提高物流品牌知名度、维护物流品牌忠诚度、提升物流品牌美誉度及物流品牌溢价能力等。

In this paper, we studied in-depth the relationship between the brand asset and profiting capacity growth of the logistics enterprises, and then after going through the current literatures on the factors influencing the profiting capacity growth of the logistics enterprises, reached some conclusion, on the basis of which we proposed the measures to promote the growth of the profiting capacity of the logistics enterprises.