Research On The Brand Influence Promotion Strategy Of C City Postal Company Based On The Perspective Of Diversified Operation And Development

China Post undertakes the service mission of China’s postal industry,with the development of society,the industry gradually standardized,China Post in January2007 to achieve the separation of government and enterprises,the former post office government division of labor belongs to the State Post Bureau,the original business division of labor belongs to China Post Group Co.,Ltd.Relying on the in-depth advantages of the scope of services,China Post Company has successively established banking,insurance,express delivery,securities and other companies,clarifying the diversified operation and development pattern with postal business,financial service business and express logistics business as the main line.Since then,China Post Group Corporation has formed a diversified development pattern.According to the brand extension strategy,the major business sectors of China Post Group Corporation were able to share the brand dividend of "China Post",which is a century-old signboard.In January 2020,Liu Aili,chairman of China Post Group Co.,Ltd.,proposed the "four beams and eight pillars" of high-quality development of China Post,and the diversified operation pattern was further consolidated.With the continuous progress of social economy and the development of enterprises into the deep water,postal enterprises,as diversified enterprises,have advantages and disadvantages in business models,especially in terms of brand influence.From the perspective of the postal enterprise structure,the scope of business development is mainly divided according to the administrative division,the first-level branch is a provincial company,the second-level branch is a municipal company,and the third-level branch is a county(district)company,and the business content is highly consistent with the head office.City C Post Branch is a second-level branch of China Post Group Co.,Ltd.,which has a certain representative position in business development and brand influence.In recent years,the operating performance of City C Post has steadily improved,but it has achieved little effect on the topic of expanding brand influence.This thesis will take the diversified business format of the postal group company as the starting point,settle on the actual case of the diversified operation and development of the City C Post Branch,sort out and study the current problems,combine the problems,market background,client needs and other factors for the City C Post Branch to put forward feasible suggestions,and study how the City C Post Branch proposes the corresponding strategy for the promotion of the local brand influence of City C Post Branch under the premise of the overall diversification strategic goal of the postal service.The starting point of this thesis research is diversified business development,the research goal is the brand influence improvement strategy,the proposed research model is the combination of qualitative analysis and quantitative analysis,interspersed with empirical research and normative research,the use of PEST,SWOT and other analytical methods,through the analysis and calculation of analytic analysis,in order to enhance the rigor of the research content of the thesis from multiple angles,so as to give a scientific strategy for the promotion of the brand influence of City C Post Branch.Through the research of the thesis,the specific appearance and deep reasons behind the influence of the diversification strategy of postal enterprises on the brand influence are explored,and the feasible suggestions are put forward based on the appearance and the reasons behind the application,so as to achieve the purpose of enhancing the brand influence.The research results of this thesis may have certain reference significance for the brand influence of large central enterprises and diversified development enterprises.