基于逆向选择视角下的快递企业品牌建设研究

基于信息不对称性产生的逆向选择一直是微观经济学、信息经济学研究的重点。随着电子商务的蓬勃兴起，我国快递行业发展进入快车道。但是，多数快递企业竞争手段单一，服务单一，不注重品牌建设，集中于低端市场，顾客忠诚度低。本文利用逆向选择模型分析快递市场，指出品牌建设有助于缓解和改善信息不对称性对于企业和消费者的伤害，明确品牌建设对于快递企业的意义和作用。

Study on Brand Building of Express-delivery Companies from the Perspective of Adverse Selection

Adverse selection based on information asymmetry has been the focus of ,nicroeconomics and reformation economics research. With e-commerce booming, express-delivery industry has been developing fast in China. However, most of express-delivery companies provide simple service and ignore brand building, lack of customer loyalty. The article analyzes express-delivery market based on adverse selection; points out that brand building helps improve the situations of both companies and customers.