摘要
物流企业品牌建设能够帮助企业有效获取市场,推动区域行业快速发展。本文从生态位视角对江西省37家物流企业的生态位维度、宽度、重叠度和密度四个方面进行了分析。结果显示,江西省物流企业整体规模偏小,数量偏少,存在部分同质化现象,品牌建设还需不断加强强。据此,提出生态位压缩、扩展、移动、协同进化的竞争策略和规范企业品牌建设管理机制、培养企业员工品牌意识、设定合理的品牌建设目标、基于市场导向的品牌定位、构建多渠道的品牌推广、加强人才培养的品牌建设策略。
The brand construction of logistics enterprises can make the enterprises access to the market effectively and promote development of regional industry rapidly. Based on the niche perspective, the ecological niche dimensions, width, overlapping degree and density of 37 logistics enterprises in Jiangxi province are analyzed in this paper. The results show that the overall scale of these logistics enterprises is smaller, the quantity is less, homogeneity phenomenon exists and brand construction still need to be improved. On the basis of the above results, competition strategies of niche compression, extension, mobility, cooperation and brand construction strategies of standardizing management mechanisms of brand construction, cultivating brand awareness of employees, setting a reasonable brand construction goal, positioning market- oriented brands, building multiple channels and strengthening talent training are proposed.
出处
《企业经济》
北大核心
2014年第11期17-20,共4页
Enterprise Economy
基金
江西省社会科学研究"十二五"(2014年)规划项目"江西建设旅游强省的科学内涵与指标体系研究"(批准号批准号:14YJ17)
中国物流学会课题"江西省物流公共信息平台优化建设研究"(批准号批准号:2014CSLKT209)
关键词
物流企业
品牌建设设
生态位
企业生态位
logistics enterprises
brand construction
niche
enterprise niche
