物流企业品牌战略研究

Study on Brand Strategy of Logistics Enterprise

物流企业已进入品牌竞争的时代。目前,我国物流企业数量众多,行业内部竞争激烈,服务成本偏高,服务功能单一,客户满意度较低,中高级物流人才匮乏等因素严重制约了我国物流企业的发展,国外物流企业也纷纷涌入我国。在这种情况下,走品牌战略之路是我国物流企业发展的唯一出路。本文在对物流企业的现状进行分析的基础上,结合物流企业品牌战略的运行基础,对物流企业品牌战略的构筑和品牌战略实施的关键进行了论述。

The competition of logistics enterprises has already been the age of the brand competition. Nowadays, there are too many logistics enterprises that survive in the fierce competition： The main problem of logistics such as high cost, single function, low satisfactory ratio and lack of senior and secondary human resources have restricted the development of logistics enterprises. Moreover, foreign logistics enterprises will come into our land fiercely in the future. So in the condition native logistics enterprises should construct their own brand to become victory in the strong competition. With the foundation of the logistics＇ status, this thesis analyses the circulate groundwork, constructs the key point of the logistics enterprises brand strategy.