UPS公司在华品牌营销策略研究
发布时间：2018-10-23 17:13
【摘要】：联合包裹服务公司(UPS)诞生于1907年。UPS是全球最大的快递承运商,也是一个专业的运输、物流、资金和电子商务服务的领导性的提供者。2004年底中国签署了《内地与香港关于建立更紧密经贸关系的安排》。之后UPS开始在中国进行独立的市场运作。在2004年底UPS和中国合资伙伴中外运分手后,UPS获得了在中国23个主要城市业务独立运营权。本文选择国际物流巨头UPS作为研究对象,以UPS在华品牌营销策略为主要研究内容,对UPS在华的品牌定位和品牌整合营销传播进行具体分析。首先介绍了UPS中国公司的经营状况;接着运用整合营销传播理论对UPS在华品牌整合营销传播的特点、指导原则、要素、步骤进行了分析。分析出来UPS在华品牌营销策略上面的一些不足。提出了UPS在中国市场上本地网络的缺失,价格相对偏高,零售网点不多,企业和消费者沟通不畅通,客户投诉无人理睬等较为突出的问题。然后用UPS2008北京奥运会品牌整合营销传播来分析,UPS在这次奥运会物流赞助上如何使用整合营销传播让自己的市场知名度和占有率提高。接着开始分析118份UPS客户满意度调查问卷,通过对调查问卷数据的统计和分析,得出了一些建议。最后,用4C营销理论分析UPS在华品牌营销策略,总结了主要工作及结论。本文对UPS中国公司在华品牌营销策略进行了一定的研究,对UPS公司在中国未来的市场竞争中有一定的指导意义。希望通过本文的研究,借助品牌整合营销传播的理论和思辨,对物流行业企业发展提供借鉴。
[Abstract]:(UPS), the United Parcel Service, was born in 1907. UPS is the world's largest express carrier, and is also a professional transportation, logistics, China signed the mainland and Hong Kong closer Economic Partnership arrangement at the end of 2004. Then UPS began to operate independently in China. After UPS broke up with Sinotrans in late 2004, UPS was granted the right to operate independently in 23 major cities in China. This paper chooses the international logistics giant UPS as the research object, taking the UPS brand marketing strategy in China as the main research content, carries on the concrete analysis to the UPS brand localization and the brand integration marketing dissemination in China. This paper first introduces the management situation of UPS China company, and then analyzes the characteristics, guiding principles, elements and steps of UPS brand integrated marketing communication in China by using the theory of integrated marketing communication. Analysis of UPS brand marketing strategy in China above some shortcomings. Some outstanding problems such as lack of local network of UPS in Chinese market, relatively high price, few retail outlets, unimpeded communication between enterprises and consumers, and unheeded customer complaints are pointed out. Then use UPS2008 Beijing Olympic Games brand integrated marketing communication to analyze, UPS in this Olympic Games logistics sponsorship how to use integrated marketing communication to improve their market awareness and share. Then, 118 UPS customer satisfaction questionnaires are analyzed, and some suggestions are obtained through the statistics and analysis of the questionnaire data. Finally, this paper analyzes UPS's brand marketing strategy in China by using 4 C marketing theory, and summarizes the main work and conclusions. This paper studies the brand marketing strategy of UPS China Company in China, which has certain guiding significance for UPS Company in the future market competition in China. Through the research of this paper, with the help of the theory and speculation of brand integrated marketing communication, this paper provides a reference for the development of logistics enterprises.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F259.1;F273.2
本文编号：2289934
[Abstract]:(UPS), the United Parcel Service, was born in 1907. UPS is the world's largest express carrier, and is also a professional transportation, logistics, China signed the mainland and Hong Kong closer Economic Partnership arrangement at the end of 2004. Then UPS began to operate independently in China. After UPS broke up with Sinotrans in late 2004, UPS was granted the right to operate independently in 23 major cities in China. This paper chooses the international logistics giant UPS as the research object, taking the UPS brand marketing strategy in China as the main research content, carries on the concrete analysis to the UPS brand localization and the brand integration marketing dissemination in China. This paper first introduces the management situation of UPS China company, and then analyzes the characteristics, guiding principles, elements and steps of UPS brand integrated marketing communication in China by using the theory of integrated marketing communication. Analysis of UPS brand marketing strategy in China above some shortcomings. Some outstanding problems such as lack of local network of UPS in Chinese market, relatively high price, few retail outlets, unimpeded communication between enterprises and consumers, and unheeded customer complaints are pointed out. Then use UPS2008 Beijing Olympic Games brand integrated marketing communication to analyze, UPS in this Olympic Games logistics sponsorship how to use integrated marketing communication to improve their market awareness and share. Then, 118 UPS customer satisfaction questionnaires are analyzed, and some suggestions are obtained through the statistics and analysis of the questionnaire data. Finally, this paper analyzes UPS's brand marketing strategy in China by using 4 C marketing theory, and summarizes the main work and conclusions. This paper studies the brand marketing strategy of UPS China Company in China, which has certain guiding significance for UPS Company in the future market competition in China. Through the research of this paper, with the help of the theory and speculation of brand integrated marketing communication, this paper provides a reference for the development of logistics enterprises.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F259.1;F273.2
【参考文献】
相关硕士学位论文 前1条
1 唐帆帆;UPS中国公司发展战略的研究[D];天津大学;2010年
，本文编号：2289934
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