加入WTO后,中国邮政企业如何利用自身优势和业务的综合实力,塑造名牌、实施品牌战略,已成为企业持久发展的焦点。 名牌战略作为一项系统工程,需要企业管理者的远见卓识和高超的战略管理能力;需要全体员工的共同参与、企业各个部门环节的协调配合;需要严格的管理制度,更要求了解市场的变化、消费者的需要;要坚持顾客第一的观念,以技术为先导,以质量为中心,以服务为手段,创造企业名牌。 在市场竞争激烈的新经济时代,中国邮政的传统业务和新创业务面对着各行业的强劲竞争。信函、包裹、快递与非邮政的企业公司竞争激烈,尽管《邮政法》明确了“信件和其他有信件性质的物品的寄递业务由邮政企业专营”,但是,竞争是不可避免的。而且绝大多数信件又被电话、传真和E—mail(电子邮件)所代替;曾经风光一时的邮政汇兑也 After China’s accession to the WTO, how China’s postal enterprises make use of their own advantages and the comprehensive strength of their businesses to shape brand names and implement brand strategies has become the focus of the sustained development of enterprises. As a systematic project, brand strategy needs the foresight and superb strategic management ability of the enterprise manager. It requires the joint participation of all employees and the coordination of various departments in the enterprise. The strict management system is also required to understand the changes in the market, Consumer needs; we must adhere to the concept of customer first, technology as the guide, quality as the center, service as a means to create brand names. In the era of a highly competitive market economy, the traditional and new businesses of China Post are facing strong competition from various industries. The letters, parcels, courier and non-postal companies are fiercely competitive. Although the Postal Law stipulates that “mail and other mailings of items of a letter nature are monopolized by the postal enterprises,” competition is inevitable. And the vast majority of letters have been replaced by telephone, fax and E-mail (e-mail); the once prestigious postal exchange also