CAJ | 학술논문

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。
물류기업품패건설능구방조기업유효획취시장,추동구역행업쾌속발전。본문종생태위시각대강서성37가물류기업적생태위유도、관도、중첩도화밀도사개방면진행료분석。결과현시,강서성물류기업정체규모편소,수량편소,존재부분동질화현상,품패건설환수불단가강강。거차,제출생태위압축、확전、이동、협동진화적경쟁책략화규범기업품패건설관리궤제、배양기업원공품패의식、설정합리적품패건설목표、기우시장도향적품패정위、구건다거도적품패추엄、가강인재배양적품패건설책략。
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.