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本文介绍了UPS的发展历程和目前中国物流市场的竞争现状。面对激烈的竞争,UPS通过成功的市场细分和品牌的特色定位,找到了准确的目标市场,建立了与消费者的情感沟通。再借助“全球速递(WWE)”和“奥运物流中心(OLC)”的强势广告活动,UPS取得了不错的销售业绩,并提升了品牌知名度。
This article introduces the development history of UPS and the current competition status of China’s logistics market. In the face of fierce competition, UPS has found accurate target markets and established emotional communication with consumers through successful market segmentation and brand positioning. With strong advertising campaigns such as WWE and OLC, UPS achieved good sales results and improved brand awareness.