上海申通集团有限公司的品牌战略体系的完善研究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。关键词：申通速递；品牌战略；体系构建AbstractAccordingtotheremarkablecharacteristicsofthecurrentexpressdeliverymarket,thispaperpointsouttheroleofbrandstrategyinthedevelopmentofShanghaiShentongenterprises.ItmainlyanalyzesthecorporatebrandstrategyofShanghaiShentong,whichshowsthatShanghaiShentongdoesnotpayattentiontoconsumerswhenimplementingbrandstrategy.Thephenomenonoflackofawarenessofpsychologyandcompetition;themethodofexcavatingthemarketisnotcorrect,thusaffectingthebrandimage;thebranddoesnotpromotethebrand,development,mechanism,andindividualgovernance;someenterpriseshavethephenomenonthatemployees'brandawarenessisnotstrong.Itisproposedtoletthemarketguide,correctlyestablishagoodbrandimage;improvethequalityofservice,getconsumerrecognition;promotebrand,andincreasemarketshare;improvethequalityofpersonnel,promotetheeffectofbrandpromotionandothercountermeasures.Keywords:ShentongExpress;brandstrategy;systemconstruction目录摘要...............................................................................................................................IAbstract..........................................................................................................................II一、企业品牌战略概述................................................................................................1（一）品牌和品牌战略.........................................................................................11.品牌的表述...................................................................................................12.品牌战略的表述...........................................................................................2（二）在发展之中品牌战略发挥的重要作用.....................................................21.有助于上海申通企业去提高收益、争取客户...........................................22.有利于上海申通企业提高市场占有率.......................................................33.有助于提升上海申通在快递业中的地位...................................................3三、申通快递品牌发展概述........................................................................................3（一）申通快递简介.............................................................................................3（二）业务发展范围增大且日趋多元化.............................................................3（三）申通的营收利润不断上涨，市场占有率不断下降.................................4四、当前上海申通在品牌战略的实行中存在一些问题............................................5（一）市场竞争的意识不足、不注重消费者的心理.........................................51.品牌不是特别突出，和别的速递企业并行...............................................52.不重视品牌市场的运作,不能赢得客户......................................................5（二）急功近利，开发市场措施不当，对品牌形象有影响...............
