电商物流企业的品牌资产与服务价值研究

发布时间：2018-03-31 04:13

本文选题：电商物流　切入点：品牌资产　出处：《企业经济》2017年06期

【摘要】：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。
[Abstract]:On the basis of systematically combing the theories related to brand equity at home and abroad, this paper expounds the research status of domestic and foreign scholars on the measurement of brands and service items. Combined with the opinion of the expert group of logistics college and the information of preliminary investigation and interview on e-commerce logistics enterprises, the paper analyzes and studies the core express business of e-commerce logistics enterprises, and forms a preliminary measurement item of brand assets and service value of e-commerce logistics. From the perspective of brand equity, a series of empirical studies, such as correlation analysis, factor analysis and reliability analysis, are carried out to construct the research framework and model indicators of brand equity and service value of e-commerce logistics enterprises, and combine with the management practice of enterprise brand building. The management suggestions are put forward from the aspects of brand quality satisfaction, brand organization growth, corporate culture harmony and brand service loyalty.
【作者单位】：广东机电职业技术学院物流学院;华南师范大学国际商学院;
【基金】：国家社会科学基金项目“制造集群网络创新机制研究”(项目编号:11CGL043) 中国物流学会项目“电商物流企业的品牌建设应用研究”(项目编号:2016CSLKT3-084) 广东省深化教育领域综合改革试点项目“基于‘华南区电商物流产教联盟’的职业教育创新模式改革研究与实践”[项目编号:粤教规函(2015)9号,粤财教(2014)564号]
【分类号】：F259.23;F273.2;F724.6

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