摘要摘 要本文根据目前速递市场的显著特点来看，标明品牌战略在上海申通企业中发展的作用，主要根据现在上海申通的企业品牌战略展开分析，显示了上海申通有实施品牌策略时的不注重消费人员的心理、竞争的意识不够的现象；发掘市场的方法不正确，从而影响了品牌形象 ；品牌并没有很好的推广品牌、发展、机制、各自为政；一些企业存在着员工的品牌意识不强等现象，提出让市场做导向，正确树立品牌好形象；提升服务的质量、得到消费认同；进行推广品牌、并且提高市场的占有率；提高人员的素质、促进品牌提升的效应等对策。故而本文对该问题进行探究，且以申通为例，进行分析。文章的探究对申通企业的发展有重要的作用，同时也能给其他企业一定的参考。关键词：申通速递；品牌战略；体系构建 AbstractAbstractAccording to the remarkable characteristics of the current express delivery market, this paper points out the role of brand strategy in the development of Shanghai Shentong enterprises, mainly based on the analysis of Shanghai Shentong's corporate brand strategy, which shows that Shanghai Shentong does not pay attention to consumer personnel when implementing brand strategy. Psychological and competitive awareness is not enough; the method of exploring the market is not correct, thus affecting the brand image; the brand does not promote the brand, development, mechanism, and individual governance; some enterprises have the phenomenon that employees' brand awareness is not strong. It is proposed to guide the market, establish a good image of the brand, improve the quality of services, obtain consumer recognition, promote brand promotion, increase market share, improve the quality of personnel, and promote the effect of brand promotion.Keywords: Shentong Express; brand strategy; system constructionI 目录目 录摘 要...............................................................1Abstract...........................................................II一、企业品牌战略概述...............
