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佛山顺德顺丰速递有限公司的品牌优势地位成因的调查报告

摘要  现今，快递业是我国的新兴行业，也属于增长最快的行业之一。近几年中国的电子商务交易额一直呈直线增长，尤其是淘宝、京东等网络零售商的出现。由于快递行业弹性较大，且满足绝大部分群众的生活需求，因此人们关注这个行业的程度越来越高。根据国家邮政局邮政行业运行情况数据表明，在业务量方面，快递业增长速度势不可挡，2008-2013的五年间，年均增长率已达到41.33%。并在2014年中国的电子交易额更是突破了16亿元。在互联网时代，网络交易发展迅速，快递行业也随之被带动起来。但是，快递行业的火速发展并不能表明所有快递企业品牌都占有优势的。例如现在很多民营企业在品牌建设方面仍然存在很多问题。如下:(1)企业品牌意识薄弱。(2) 品牌忠诚度不高。(3) 品牌定位趋同不清晰，识别度低等等。佛山顺德顺丰速运有限公司是目前中国速递行业中投递速度最快的快递公司之一。该公司声名远播，在行业内被评为一流服务质量，文中就关于佛山顺德顺丰速运的品牌优势地位成因进行调查并总结。

关键词   速递；品牌优势；成因；调查

 

An Investigation on the Causes of Brand Advantage of Foshan Shunde S.F. Express Company

Abstract  The express industry is an emerging industry in China and, also one of the fastest-growing industries. China’s e-commerce transaction volume has been steadily rising in recent years, especially due to the appearance of online retailers such as Taobao, JD. As the courier industry is flexible, meeting most people’s needs, so it is going to become an increasing concern. According to the national post office postal industry data, in terms of business volume, the express industry growth is unstoppable. From 2008 to 2013, an average annual growth rate has reached 41.33%. Furthermore, in 2014, China’s electronic trading volume exceeded 1.6 billion yuan. Under the general background of Internet, online trading has developed rapidly and the express industry has been driven up naturally. However, the express industry’s growth doesn’t mean all express company brands are at an advantage. Now, many private enterprises in brand building still has many problems. These issues include: (1) brand awareness is weak. (2) low brand loyalty. (3) the convergence of brand positioning and even fuzzy, low degree of recognition and so on. Foshan Shunde S.F. express Co., Ltd. is one of the fastest courier companies in China. The company’s fame was awarded the first-class quality of service in the industry. In the paper, on the status of the brand of Foshan Shunde S.F. express causes investigated and concluded.

Keywords  express; brand advantage; causes; survey

 

Contents

1 Introduction 1

1.1 Status of Express Industry 1

1.2 Profile of Company 2

2 Objectives and Methods of Survey 3

2.1 Objectives of Survey 3

2.2 Methods of Survey 3

2.2.1 Questionnaire Method 3

2.2.2 Interview Method 3

2.2.3 Experience Method 4

3 Finding 5

3.1 The Types of S.F. Express Business 5

3.1.1 Arrive Today 5

3.1.2 Arrive the Next Morning 5

3.1.3 Arrive to the Next Day 5

3.1.4 Arrive the Day After Tomorrow 6

3.1.5 S.F. Standard Express 6

3.1.6 Arrive the Next Day Morning (Hong Kong) 6

3.1.7 International Standard Express 6

3.2 Foshan Shunde S.F. Express Enterprise’s Culture 7

3.2.1 S.F. Express Company Core Values 7

3.2.2 Principle of Integrity 7

3.3 Kinds of Item the Customer Choose to Delivery 8

3.3.1 Food Delivery 8

3.3.2 Fragile Goods Delivery 8

3.3.3 Valuable Goods Delivery 8

4 The Analysis and Countermeasures Through the Survey 9

4.1 Problem Existing in Private Express Company 9

4.1.1 Brand’s Awareness is Weak, the Competition Mainly Based on Price. 9

4.1.2 Low Brand’s Loyalty, Poor Brand Image. 9

4.1.3 Fuzzy Brand Position, Low Degree of Recognition. 9

4.2 Foshan Shunde S.F. Express Company Core Values 10

4.2.1 Dedication to Customers’ Success 10

4.2.2 Innovation and Diversity. 10

4.2.3 Equality and Respect 10

4.2.4 Openness and Win-win 11

4.3 Unique Brand Position 11

4.4 High Brand Loyalty 12

4.5 High Professional Brand 12

5 The Revelation Through the Survey 13

5.1 The Advantages of the Brand of S.F. Express 13

5.2 Brand Strategy of Chinese Private Express Companies 13

Bibliography 15

Acknowledgements 17

Appendix 19

 

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