顺丰 你好公众号：4A营销广告圈
2Their Enduring Idea经久不衰的主题How they are Differentiated差异之处How they are Primarily Experienced主要体验之处Who they Serve品牌为谁
蜕变中的守恒之道THE CONSTANCY OF PURPOSE
结果建立品牌与客户千功能价值以外的关系命题1. STRATEGY速运转向多元化业务2. COMMUNICATIONS产品粘度高，品牌关注度低我们为什么聚集千此品牌红心提升品牌价值、积累品牌资产、继续引领业界标杆4
什么是蜕变中的守恒之道5
“A lot of things have changed and Apple is totally different....But values and core values, those things shouldn't change.“The things that Apple believed in at its core are the same things Apple really stands for today.”6
顺丰的蜕变从速运走向集团顺丰速运顺丰集团速运仓储冷运供应链国际商业金融1993-20152015-7
https://hbr.org/2012/06/the-coherent-conglomerate8多元集团的成败取决于能否守洹集团的定义是拥有多元产品线的大公司。一个多元化、多产品集团的存亡，取决于公司本身最特殊的强项，我们叫它作一致性“A conglomerate, by definition, is a large corporation with diversified product lines…. The trick with conglomerates is to manage those diverse businesses in ways that create meaningful and relevant scale. Today, this almost always means drawing on the most distinctive, most significant capabilities that the company has — on the things it does particularly well. This glue, what we call coherence, is one of the primary drivers of success for organizations, regardless of how diverse they may seem to be, and it may, in fact, make all the difference for a conglomerate’s survival.”Harvard Business Review, 06-12-2012
http://www.forbes.com/sites/christinemoorman/2013/01/29/marketing-in-a-technology-company-ges-organizational-platform-for-innovation/#68a909ce62c99GENERAL ELECTRIC品牌文化:集团级创新平台守恒之道:创新Innovation集团品牌案例
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https://hbr.org/2015/08/the-branding-logic-behind-googles-creation-of-alphabet11VIRGIN GROUP品牌承诺:以创意解决方案服务未满足消费者需求守恒之道:创意 Creativity集团品牌案例
维珍集团的守洹之道来至于其创始人的创意精神12
多元守洹对我们的品牌启示一个成功的集团品牌能拥护多元业务、计划未来、忠于集团基因13企业愿景文化基因组织体系管理理念产品服务盈利模式用户需求科技平台
顺丰的现在与未来14
1. 政策引导做好规划政策引导，打造行业发展的良好环境：政策引导发展目标、发展重点、主要任务、重点工程和保障措施2. 基础设施即为服务加强重要节点和薄弱环节基础设施建设，加大物流业”补短板”力度：加强基础设施去服务国家重点战略3. 物流园区开展现代物流试点示范，推动行业创新发展：鼓励城市合理规划布局物流园区，解决园区发展”融资难”问题，推动现代物流4. 科技数据强化物流标准、统计等方面工作，穷实行业发展基础：加强物流科技、学术理论研究，深入开展产学研合作国家对物流的规划以服务国家重点战略为导向，推动现代物流发展
16配送方式城乡物流、信息化、规模化、集约化社会化、标准化、定制化区域物流、多式联运制造业物流、供应链工程国际物流、农村物流降低成本提高效率掌握区域物流特点，采用先进上下游业务延伸平衡供需、客制化采购/配送智慧化INTELLIGENCE全球本土GLOCALIZATION结构改革RE-STRUCTURING“互联网+”物流物联网快递3.0智能物流共享物流城乡配送跨境电商绿色物流占领末端供应链金融4.0行业对物流的考量业界更多关注物流的现代化演进、争抢商业版图，但较少谈到人在其中的重要因素（如：物流行业较少储备人才高地，缺少终端市场人群的需求洞察等）
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