电商物流企业的品牌资产与服务价值研究

本文在对国内外品牌资产相关理论进行系统梳理的基础上,阐述国内外学者对测量品牌以及服务项目的研究现状,结合物流学院专家组意见及对电商物流企业前期调研访谈信息,对电商物流企业核心快递业务展开分析研究,形成电商物流品牌资产与服务价值的初步测量题项;从品牌资产的顾客视角展开相关分析、因子分析、信度分析等一系列实证研究,构建电商物流企业品牌资产与服务价值研究框架及模型指标,并结合企业品牌建设管理实践,分别从品牌质量满意度、品牌组织成长度、企业文化融洽度和品牌服务忠诚度方面提出经营建议。

Based on a systematic research on brand equity theories both at home and abroad, this paper aims to elaborate the research status of brand measurement and service items, analyzes the core express business of E-commerce logistic enterprises and forms some primary measurement items for brand equity and service value with consultancy of experts＇ suggestions and previous survey information; constructs a research framework and a model to study brand equity and service value of Ecommerce logistic enterprises based on a series of empirical studies from the perspective of consumers; and provides suggestions on operations from the perspectives of brand quality satisfaction, brand organization growth, cooperate culture integration and brand service loyalty.