National Express Service Performance Promotion Strategy Research-Based Brand Equity Management

With the rapid increase of the e-commerce in the middle and later periods of 1990 times, the need of the quantity and type of the express service increases continuously. The express service has already kept growing vigorously in our country. Different express components compete with each other very fiercely in China. On the basis of the brand equity management, this thesis aims to search for a method of promoting performance of national express service. According to the summary, this thesis chooses the brand equity method that is based upon the consumers' opinion.The thesis adopts the concept of consumer-based brand equity brought up by Kevin Keller, and applies the brand equity engine model invented by Research International. Referring to the framework of the brand equity engine, the author combines the feature of express service, builds a new model which is suitable for the evaluation of the express service. The thesis emphatically analyzes the general situation for the national express service, compares their differences with other express service brands, and find the method of promoting the express service performance.