二元市场下物流企业品牌竞争力评价  

Evaluation of Brand Competitivity of Logistics Enterprises in Binary Markets

作　　者：李爱萍[1] 

机构地区：[1]山西大学商务学院,山西太原030031

出　　处：《物流技术》2014年第6期147-149,共3页Logistics Technology

摘　　要：针对目前国内物流企业二元化发展下品牌竞争力较低的现状,结合国内外有关物流企业二元发展以及物流品牌竞争力的相关理论,界定出二元市场下物流品牌竞争力的评价指标要素,构建了一个二元市场下物流品牌竞争力评价模型。选取浙江省10家物流企业的数据作为实证分析样本,从物流企业内在型竞争实力和外在型竞争实力两方面对二元市场下物流品牌竞争力进行评价。结果显示,二元市场下物流品牌竞争力还有很大的提升空间,物流品牌核心竞争力主要源于物流创新力以及物流市场占据力,依据实证检验结论进一步分析了物流品牌渗透与扩张的对策和建议。In this paper, we defined the key indexes in the evaluation of the brand competitivity in the logistics industry in the binary market, established the corresponding logistics brand competitivity evaluation model for the binary market, then by selecting the practical data of 10 logistics enterprises in Zhejiang, evaluated their internal and external competitivity in the binary market, and at the end, studied the implications of the findings.

关 键 词：二元市场 物流品牌 竞争力评价 

分 类 号：F259.2[经济管理—国民经济]