现代物流企业品牌设计策略研究

A Study on Brand Design Strategy of Modern Logistics Enterprise

在新经济背景下,世界迎来了品牌国际化竞争时代,品牌已成为一种新的国际语言进入到千家万户。与此同时,现代物流业已进入快速发展期,同质化低价竞争的优势已逐渐淡去,要在数量巨大的物流企业中脱颖而出,品牌形象至关重要,企业间已不仅仅是质量、价格和速度的竞争,更是品牌的竞争。文章对现阶段我国物流企业品牌形象的现状进行分析,总结我国物流企业在品牌建设方面存在的问题,并据此提出了相应的策略与建议,提升现代物流企业品牌形象,使企业取得竞争优势。

In the background of new economy, the world has entered the era of international brand competition. Brand has become a new international language into thousands of households around the world. Modern logistics has entered into the period of rapid developing, and the advantages of homogeneous and pricing competition have gradually faded away. Brand designing has become an important factor for logistics enterprise to survive in the intense competition. Nowadays, the competition is not only about quality, price and speed, it is also the competition of brand. This paper summarizes the current situation of brand designing for logistics enterprises of our country, based on which it puts forward related suggestions for improving.