中小物流企业品牌建设面临的问题及对策

The Research on the Brand Construction of Small Logistics Enterprises

品牌是企业外在形象和内在灵魂的载体,也是中小物流企业进一步做强做大,在激烈的市场竞争中立于不败之地的制胜法宝。但目前众多的中小物流企业在实施品牌战略的认识上还存在偏差,也缺乏实施品牌战略的紧迫感和相应的实施机制。本文首先介绍了品牌在中小物流企业发展过程中的重要作用,指出了我国中小物流企业品牌建设的紧迫性,进而有针对性地提出了我国中小物流企业品牌建设问题的一些意见和策略。

Brand is the soul of the external and internal imaging of the carrier, but also small and medium-sized logistics enterprises to further grow in the size and strength in the face of fierce market competition to win a magic weapon invincible. However, a large number of small and medium-sized logistics enterprises in the implementation of brand strategy of bias still exist, but also the lack of a sense of urgency in the implementation of brand strategy and the corresponding enforce- ment mechanisms. This article first will be introduced by the brand in the small and medium-sized logistics enterprises in the de- velopment of the important role that small and medium-sized logistics enterprises in China brand building urgency, and then put forward small and medium-sized logistics enterprises in China brand building and strategy for some of the comments.