基于顾客视角的快递服务品牌资产模型及实证研究

发布时间：2018-06-04 08:25

本文选题：品牌资产 + 服务品牌资产　；参考：《广东外语外贸大学》2014年硕士论文

【摘要】：随着我国经济的发展，快递行业也在飞速的发展。目前我国快递行业竞争非常激烈，国有快递、外资快递、民营快递、电商自建物流呈现出“四元共存”的竞争状态；同时电商时代的到来，快递服务作为电商支撑也非常强调顾客体验，对服务质量的要求相应提高；快递服务是一种无形的商品，因此有必要建立快递服务业的品牌资产模型，为快递企业建设强势品牌提供参考。本文首先对品牌资产的定义、基于顾客视角的品牌资产、服务品牌资产及服务接触点理论的相关文献进行综述，得出本文的研究理论和研究角度。接着本文对中国快递业务的特点和品牌建设的现状进行了分析，并重点分析了电商时代下快递服务的特点，同时利用品牌接触点理论对整个快递服务的流程进行了分析，，概括出八个影响快递服务品牌资产的因素，并据此构建了快递服务品牌资产模型。随后对广东省、广西省、湖南省的快递消费者进行了问卷调查，最终得到248份有效问卷运用SPSS19.0和SmartPLS2.0进行数据分析，发现快递品牌影响因素对品牌资产各维度有影响，品牌资产三维度适用于我国快递服务业，同时品牌资产三维度之间具有层级关系。最后就研究结论，对我国快递服务业的品牌建设从八个品牌资产影响因素分别提出了一些建议。
[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.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F259.2;F273.2;F224

【共引文献】