發(fā)布時間：2018-06-04 08:25

  本文選題：品牌資產(chǎn) + 服務(wù)品牌資產(chǎn)　； 參考：《廣東外語外貿(mào)大學(xué)》2014年碩士論文

【摘要】：隨著我國經(jīng)濟的發(fā)展，快遞行業(yè)也在飛速的發(fā)展。目前我國快遞行業(yè)競爭非常激烈，國有快遞、外資快遞、民營快遞、電商自建物流呈現(xiàn)出“四元共存”的競爭狀態(tài)；同時電商時代的到來，快遞服務(wù)作為電商支撐也非常強調(diào)顧客體驗，對服務(wù)質(zhì)量的要求相應(yīng)提高；快遞服務(wù)是一種無形的商品，因此有必要建立快遞服務(wù)業(yè)的品牌資產(chǎn)模型，為快遞企業(yè)建設(shè)強勢品牌提供參考。 本文首先對品牌資產(chǎn)的定義、基于顧客視角的品牌資產(chǎn)、服務(wù)品牌資產(chǎn)及服務(wù)接觸點理論的相關(guān)文獻進行綜述，得出本文的研究理論和研究角度。接著本文對中國快遞業(yè)務(wù)的特點和品牌建設(shè)的現(xiàn)狀進行了分析，并重點分析了電商時代下快遞服務(wù)的特點，同時利用品牌接觸點理論對整個快遞服務(wù)的流程進行了分析，概括出八個影響快遞服務(wù)品牌資產(chǎn)的因素，并據(jù)此構(gòu)建了快遞服務(wù)品牌資產(chǎn)模型。隨后對廣東省、廣西省、湖南省的快遞消費者進行了問卷調(diào)查，最終得到248份有效問卷運用SPSS19.0和SmartPLS2.0進行數(shù)據(jù)分析，發(fā)現(xiàn)快遞品牌影響因素對品牌資產(chǎn)各維度有影響，品牌資產(chǎn)三維度適用于我國快遞服務(wù)業(yè)，同時品牌資產(chǎn)三維度之間具有層級關(guān)系。最后就研究結(jié)論，對我國快遞服務(wù)業(yè)的品牌建設(shè)從八個品牌資產(chǎn)影響因素分別提出了一些建議。
[Abstract]:With the economic development of our country, express delivery industry is also developing at full speed. At present, the competition in China's express delivery industry is very fierce. State-owned express delivery, foreign express delivery, private express delivery, e-commerce self-built logistics present a competitive state of "four-element coexistence". At the same time, the era of e-commerce is coming. As the support of e-commerce, express delivery service also emphasizes customer experience, and the requirement of service quality is raised accordingly. Express delivery service is an invisible commodity, so it is necessary to establish a brand equity model of express service industry. For express delivery enterprises to build a strong brand reference. In this paper, the definition of brand equity, brand equity based on customer perspective, service brand equity and service contact point theory are reviewed, and the research theory and research angle are obtained. Then this paper analyzes the characteristics of express service and the current situation of brand construction in China, and focuses on the characteristics of express service in the era of e-commerce. At the same time, using the theory of brand contact point of contact to analyze the whole process of express service. Eight factors influencing the brand equity of express service are summarized, and the model of brand equity of express service is constructed accordingly. Then the express delivery consumers in Guangdong province, Guangxi province and Hunan province were surveyed, and finally 248 valid questionnaires were obtained by using SPSS19.0 and SmartPLS2.0 to analyze the data, and found that the influencing factors of express delivery brand had an impact on each dimension of brand equity. The three dimensional degree of brand equity is applicable to express service industry of our country, and there is a hierarchical relationship between three dimensional degree of brand equity. Finally, on the conclusion of the research, the author puts forward some suggestions on the brand construction of express service industry in China from the eight factors of influencing brand equity.
【學(xué)位授予單位】：廣東外語外貿(mào)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F259.2;F273.2;F224

【共引文獻】

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本文編號：1976683