Research On The Establishment Of Strong Brand In Chinese Private Express Enterprises

With the development of e-commerce, in recent years, the market share and business volume of China’s private express enterprises have increased great amplitude. However, with respect to the continuous expansion of business scale, the reputation of private express delivery enterprises is not optimistic. With the domestic express market further opening up to foreign investment, the competition is bound to become more intense. When the international express delivery giants are playing the brand war, the private express delivery enterprises still remain in the “price war”. Facing a major reshuffle of the future market, the private express delivery enterprises must pay more attention to build their own brands, in order to win in the new round of competition..This paper mainly uses two research methods, theoretical review and case analysis of private express enterprises. The first two part of the paper is mainly about the study of relevant papers on service brand at home and abroad, and summarize some theory basis of service brand in the process of creation. Then the paper points out the current situation of the development of private express enterprise in China and the problems in the process of brand building.In the fourth and fifth chapters, the paper discuss the brand building experience of SF,UPS and Fed Ex, from the brand positioning, service quality, employee training, public welfare undertakings, enterprise culture and other aspects. Finally on the base of theoretical analysis and case study, the paper put forward some measures and proposals to create a strong brand for private express enterprises of our country.