整合营销理论在无锡物流企业品牌建设中的应用

Application of Integrated Marketing Theory on Cultivating Local Name Brand of Wuxi in Logistics Enterprise

无锡物流业发展具备较好的基础条件和广阔的市场空间,但没有真正铸造自己的品牌。因此,需要用整合营销理论指导物流企业服务品牌建设,通过客户忠诚度的维护和提高、实行一站式服务、构筑营销战略联盟等方法,塑造无锡物流企业自身的品牌形象,增强无锡物流企业的市场竞争力。

Although Wuxi is seen as an ideal place with well-built infrastructure as well as prospective markets for developing logistics enterprise, local brand identification in this industrial region is undeveloped. It is, thus, essential to expedite the growth of product awareness to satisfy both the local economic development and the market rivalry in terms of integrated marketing theory local economic development and the market rivalry in terms of integrated marketing theory regarding improving customer loyalty, practising one-stop services, and creating industrial strategic alliance.