中文摘要
甘肃邮政EMS依托中国邮政和中国邮政速递物流,以其庞大的网络、良好的信誉、安全的品质、非凡的表现、强烈的责任意识和使命意识,保持了较好的品牌形象。但也在服务时限、产品体系、品牌管理、末梢服务和技术创新等方面存在一定不足,还不能有效应对竞争、不能很好地满足市场和客户对快递服务日益提高的需求。在此背景下,关注并深入研究甘肃邮政EMS品牌影响力提升战略,重塑行业品牌良好形象,提升品牌影响力和竞争力,促进甘肃邮政EMS持续健康发展,充分发挥国企的龙头作用,显得十分重要和非常紧迫。
本文分析了甘肃邮政EMS品牌影响力的现状,对当前面临的内外部环境进行了深入研究,提出了着力从网络能力、质量管控、差异化服务、顾客满意、员工素质提升、品牌推广和社会责任履行等七个方面提升甘肃邮政EMS品牌影响力的具体策略。
本论文的研究,对于加强甘肃邮政EMS品牌管理,提升企业管理水平、服务能力、市场拓展能力和市场占有率将起到帮助和指导作用。本文诸多观点的提出,有助于甘肃邮政EMS在改革发展的关键时刻进一步认清形势、坚定信心、找准定位、理清思路、奋力前行,在竞争中占据更加有利的位置,最终实现做大做强的宏伟愿景。
关键词:甘肃邮政EMS,品牌影响力,提升
ABSTRACT
Depending on its vast networks, good reputations, reliable qualities, outstanding performance,strong senses of responsibility, Gansu Postal EMS, subordinated to China Post and China PostalExpress & Logistics, maintain a good brand image. But there are still some deficiencies in severalrespects such as service time limits, product system, brand management, terminal service andtechnological innovation, etc. So the resulted problems are how to meet competition effectivelyand how to satisfy the increasing demands of the market and customs. It's very important andurgent to concern and study the strategies of enhancing brand influence of Gansu Postal EMS,which help rebuilding the EMS brand, improving brand influence and competitiveness, promotingsustainable and healthy development of Gansu Postal EMS and playing the leading role ofstate-owned enterprise. The paper analyses the status quo of the brand influence of Gansu PostalEMS and explores the internal and external environment. The author puts forward specificstrategies of enhancing the brand influence in respect of the network capability, quality controlling,diversified services, satisfying customs demands, improving the quality of the employees, brandpromotion and fulfilling social responsibility. By the research, the strategies help to directstrengthening the management of Gansu EMS brand and promoting business management level,service capacity, market development capacity and market share. Also the strategies put in thepaper guides Gansu postal EMS to know the situation, firm the confidence, identifying theposition and be more competent to realize the prospect of making the enterprise bigger andstronger.
KeyWords: Gansu Postal EMS, Brand Influence, Enhancing
目录
(一)研究背景与意义
(二)研究内容与方法
二、品牌影响力的含义与作用
(-)品牌
(二)品牌影响力
(三)品牌影响力的作用
三、甘肃邮政EMS品牌影响力现状分析
(一)甘肃邮政EMS品牌影响力环境分析
(二)甘肃邮政EMS品牌影响力现状分析
(三)甘肃邮政EMS品牌影响力提升方向
四、甘肃邮政EMS品牌影响力提升策略
(一)提升网络能力
(二)加强质量管控
(三)推行差异化服务
(四)实施顾客满意工程
(五)提升员工素质
(六)加大品牌推广力度
(七)履行社会责任
五、结束语
(一)结论
(二)展望
参考文献
致谢
