Study On The Promotion Strategy Of Courier’s Professional Identity

With the rapid development of Internet and electronic commerce,express become the main payment channels of online consumption.Express delivery has become an important industry to promote employment,improving people’s livelihood,and serve the society.Its booming development is inseparable from the hard work of the group of front-line couriers.The professional identity of couriers is of great significance to the development of individuals,industry and society.For individuals,professional identity helps them to find and seize job opportunities,better adapt to the external environment,improve work enthusiasm and performance,and experience the sense of belonging,happiness and mission in work.For the industry,a high professional identity can attract and retain talents for the express industry and enterprises,stimulate the enthusiasm of employees,bring more profits to the enterprise,and promote the healthy and long-term development of the industry and enterprises.For the society,it can promote employment,stabilize social floating population and promote social stability and development.Therefore,it is very important to study the professional identity ofcouriers.But,at present,there are few studies on it,and the research perspectives and methods also need to be broadened.From the perspective of courier’s professional identity,this paper usesquestionnaire survey and field interview,analyzes its status and existing problems.It is divided into four dimensions:occupational value,role value,occupational emotion and occupational behavior.The survey found that couriers have a high degree of identification with occupational value and occupational behavior,but in the dimension of role value and occupational emotion,the feedback is not positive and the degree of identification is low.The main problems include:low sense of identity and role identity,short-term effects of professional identity,lower job security and sense of belonging,high occupational stress,lower job content satisfaction and lack of social identity.In view of the above problems,this paper,based on the Two-Dimensional Theory,analyzes the reasons for the existing problems of occupational identity from the two perspectives of "lack of hygiene factors" and "lack of incentive factors".And according to the experience and inspiration of the Two-Dimensional Theory,we propose measures to improve the professional identity of couriers from three major aspects of relevant government departments,express delivery enterprises and couriers themselves.