2025 年 16 巻 論文ID: PP4244
With the rapid growth of e-commerce, the parcel delivery logistics industry continues to expand. A key factor driving this growth is “corporate image”, which is conveyed through advertising. This study aims to analyze how shippers perceive corporate image through parcel delivery ads, helping companies enhance video quality while optimizing investment costs. Using the Importance-Performance Analysis (IPA) method, this study surveys advertisements from Taiwan’s four major parcel delivery companies, analyzing consumer perceptions of "Institutional Image," "Functional Image," and "Product Image." Findings include the importance of advertising memory, emotional storytelling, corporate logos, and promotional videos in shaping brand image. Price remains a crucial factor in choosing a logistics provider. By improving these aspects, parcel delivery companies can enhance consumer satisfaction, boost service quality, and strengthen their overall brand presence in the competitive logistics industry.
