UPS公司在華品牌營(yíng)銷策略研究
發(fā)布時(shí)間：2018-10-23 17:13
【摘要】：聯(lián)合包裹服務(wù)公司(UPS)誕生于1907年。UPS是全球最大的快遞承運(yùn)商,也是一個(gè)專業(yè)的運(yùn)輸、物流、資金和電子商務(wù)服務(wù)的領(lǐng)導(dǎo)性的提供者。2004年底中國(guó)簽署了《內(nèi)地與香港關(guān)于建立更緊密經(jīng)貿(mào)關(guān)系的安排》。之后UPS開始在中國(guó)進(jìn)行獨(dú)立的市場(chǎng)運(yùn)作。在2004年底UPS和中國(guó)合資伙伴中外運(yùn)分手后,UPS獲得了在中國(guó)23個(gè)主要城市業(yè)務(wù)獨(dú)立運(yùn)營(yíng)權(quán)。本文選擇國(guó)際物流巨頭UPS作為研究對(duì)象,以UPS在華品牌營(yíng)銷策略為主要研究?jī)?nèi)容,對(duì)UPS在華的品牌定位和品牌整合營(yíng)銷傳播進(jìn)行具體分析。首先介紹了UPS中國(guó)公司的經(jīng)營(yíng)狀況;接著運(yùn)用整合營(yíng)銷傳播理論對(duì)UPS在華品牌整合營(yíng)銷傳播的特點(diǎn)、指導(dǎo)原則、要素、步驟進(jìn)行了分析。分析出來UPS在華品牌營(yíng)銷策略上面的一些不足。提出了UPS在中國(guó)市場(chǎng)上本地網(wǎng)絡(luò)的缺失,價(jià)格相對(duì)偏高,零售網(wǎng)點(diǎn)不多,企業(yè)和消費(fèi)者溝通不暢通,客戶投訴無人理睬等較為突出的問題。然后用UPS2008北京奧運(yùn)會(huì)品牌整合營(yíng)銷傳播來分析,UPS在這次奧運(yùn)會(huì)物流贊助上如何使用整合營(yíng)銷傳播讓自己的市場(chǎng)知名度和占有率提高。接著開始分析118份UPS客戶滿意度調(diào)查問卷,通過對(duì)調(diào)查問卷數(shù)據(jù)的統(tǒng)計(jì)和分析,得出了一些建議。最后,用4C營(yíng)銷理論分析UPS在華品牌營(yíng)銷策略,總結(jié)了主要工作及結(jié)論。本文對(duì)UPS中國(guó)公司在華品牌營(yíng)銷策略進(jìn)行了一定的研究,對(duì)UPS公司在中國(guó)未來的市場(chǎng)競(jìng)爭(zhēng)中有一定的指導(dǎo)意義。希望通過本文的研究,借助品牌整合營(yíng)銷傳播的理論和思辨,對(duì)物流行業(yè)企業(yè)發(fā)展提供借鑒。
[Abstract]:(UPS), the United Parcel Service, was born in 1907. UPS is the world's largest express carrier, and is also a professional transportation, logistics, China signed the mainland and Hong Kong closer Economic Partnership arrangement at the end of 2004. Then UPS began to operate independently in China. After UPS broke up with Sinotrans in late 2004, UPS was granted the right to operate independently in 23 major cities in China. This paper chooses the international logistics giant UPS as the research object, taking the UPS brand marketing strategy in China as the main research content, carries on the concrete analysis to the UPS brand localization and the brand integration marketing dissemination in China. This paper first introduces the management situation of UPS China company, and then analyzes the characteristics, guiding principles, elements and steps of UPS brand integrated marketing communication in China by using the theory of integrated marketing communication. Analysis of UPS brand marketing strategy in China above some shortcomings. Some outstanding problems such as lack of local network of UPS in Chinese market, relatively high price, few retail outlets, unimpeded communication between enterprises and consumers, and unheeded customer complaints are pointed out. Then use UPS2008 Beijing Olympic Games brand integrated marketing communication to analyze, UPS in this Olympic Games logistics sponsorship how to use integrated marketing communication to improve their market awareness and share. Then, 118 UPS customer satisfaction questionnaires are analyzed, and some suggestions are obtained through the statistics and analysis of the questionnaire data. Finally, this paper analyzes UPS's brand marketing strategy in China by using 4 C marketing theory, and summarizes the main work and conclusions. This paper studies the brand marketing strategy of UPS China Company in China, which has certain guiding significance for UPS Company in the future market competition in China. Through the research of this paper, with the help of the theory and speculation of brand integrated marketing communication, this paper provides a reference for the development of logistics enterprises.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F259.1;F273.2
本文編號(hào)：2289934
[Abstract]:(UPS), the United Parcel Service, was born in 1907. UPS is the world's largest express carrier, and is also a professional transportation, logistics, China signed the mainland and Hong Kong closer Economic Partnership arrangement at the end of 2004. Then UPS began to operate independently in China. After UPS broke up with Sinotrans in late 2004, UPS was granted the right to operate independently in 23 major cities in China. This paper chooses the international logistics giant UPS as the research object, taking the UPS brand marketing strategy in China as the main research content, carries on the concrete analysis to the UPS brand localization and the brand integration marketing dissemination in China. This paper first introduces the management situation of UPS China company, and then analyzes the characteristics, guiding principles, elements and steps of UPS brand integrated marketing communication in China by using the theory of integrated marketing communication. Analysis of UPS brand marketing strategy in China above some shortcomings. Some outstanding problems such as lack of local network of UPS in Chinese market, relatively high price, few retail outlets, unimpeded communication between enterprises and consumers, and unheeded customer complaints are pointed out. Then use UPS2008 Beijing Olympic Games brand integrated marketing communication to analyze, UPS in this Olympic Games logistics sponsorship how to use integrated marketing communication to improve their market awareness and share. Then, 118 UPS customer satisfaction questionnaires are analyzed, and some suggestions are obtained through the statistics and analysis of the questionnaire data. Finally, this paper analyzes UPS's brand marketing strategy in China by using 4 C marketing theory, and summarizes the main work and conclusions. This paper studies the brand marketing strategy of UPS China Company in China, which has certain guiding significance for UPS Company in the future market competition in China. Through the research of this paper, with the help of the theory and speculation of brand integrated marketing communication, this paper provides a reference for the development of logistics enterprises.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F259.1;F273.2
【參考文獻(xiàn)】
相關(guān)碩士學(xué)位論文 前1條
1 唐帆帆;UPS中國(guó)公司發(fā)展戰(zhàn)略的研究[D];天津大學(xué);2010年
，本文編號(hào)：2289934
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