摘 要近年来，互联网和信息技术迎来空前高速发展，电子商务与人们的生活和工作日益密切，随着网上购物风行，国内快递行业蓬勃发展，势头不容小觑，已经成为了具有相当规模的朝阳产业。但与此同时，在快递业务量增加的同时，快递行业也存在着许多问题，如大部分消费者对于物流行业认知模糊，导致物流业发展受阻等等。本报告调查对象以辽宁地区消费者为主，重点研究互联网时代下现代快递物流企业由于消费者的认知模糊而导致出现了什么问题，并挖掘这些问题背后的深层逻辑关系。首先总结了现今物流企业的发展现状，表达了为什么进行这番调查的目的和此次调查实现的意义，介绍了此次问卷设计的过程，包括调查方法、题型设计、调查范围、调查时间、调查内容等，接着分析了调查问卷所收集的数据比例和被调查者的客观数据，最终提出了三个由于消费者认知造成的基本问题和相应的解决方案。希望可以为物流企业今后的营销、传播与发展提供新的角度和可鉴之处，使企业发展过程中的机遇与挑战最终化为发展的契机。关键词：物流； 认知； 传播；互联网时代 AbstractIn recent years, the Internet and information technology have ushered in an unprecedented rapid development, e-commerce and people ’s lives and work are becoming more and more close. With the popularity of online shopping, the domestic express delivery industry is booming and the momentum cannot be underestimated. It has become a sunrise industry with considerable scale. But at the same time, while the volume of express delivery business is increasing, there are also many problems in the express delivery industry. For example, most consumers have a blurred understanding of the logistics industry, which has hindered the development of the logistics industry and so on. The target of this report is consumers in Liaoning, and it's focusing on researching the problems caused by consumers' ambiguity of modern express logistics companies in the Internet era, and exploring the deep logical relationships behind these problems. First, it summarized the curre...
