新时代物流企业品牌建设与管理路径研究  

Research on Brand Building and Management Path of Logistics Enterprises in the New Era

作　　者：刘笑男[1] LIU Xiaonan(School of Chinese Language and Literature,Liaoning Normal University,Dalian 116029,China)

机构地区：[1]辽宁师范大学文学院,辽宁大连116029

出　　处：《物流科技》2023年第14期37-40,共4页Logistics Sci-Tech

基　　金：教育部高等教育司2021年第二批产学合作协同育人项目“基于广告与品牌营销的创新创业教学改革”(202102286029)。

摘　　要：新时代背景下,中国经济步入了高质量发展阶段,消费市场结构不断升级,消费方式也随之变化,消费者开始注重考虑品牌因素。因此,物流企业更应该重视服务质量和品牌建设了。然而,在新时代背景下,我国物流企业的品牌建设与管理仍存在许多问题,如对服务质量缺乏重视、缺乏统一的标识与形象、品牌管理制度不完善等,如何优化物流企业的品牌建设与管理路径已成为物流企业亟待解决的问题。文章基于新时代背景,分析了物流企业品牌建设的现状及影响因素,提出了物流企业的品牌建设与管理路径,以期进一步促进我国物流企业品牌建设与管理路径的完善。Under the background of the new era,China's economy has entered a stage of high-quality development,the structure of the consumer market is constantly upgraded,the consumption pattern has changed accordingly,and consumers are more focused on considering brand factors.Therefore,logistics enterprises should pay more attention to service quality and brand building.Under the background of the new era,the brand construction and management of the logistics enterprises still have many problems,such as lack of attention to the quality of service,lack of unified identity and image,imperfect brand management system and so on.Therefore,how to optimize the brand construction and management path of logistics enterprises has become an urgent problem for logistics enterprises to solve.Based on the background of the new era,the paper analyzes the status and influence factors of the brand construction of logistics enterprises,puts forward the way of the brand construction and management of logistics enterprises,so as to further promote the perfection of the brand construction and management path of Chinese logistics enterprises.

关 键 词：新时代 物流企业 品牌 管理路径 

分 类 号：F259.27[经济管理—国民经济]