Research On Brand Operation Of Third-Party Logistics Enterprises

The conception of Third-Party Logistics has been imported to China in the middle of 1990s, after more than 10 years of development, China's third-party logistics industry has developed rapidly.The one hand, Chinese logistics market has great potential, according to the statistical data, the total expenditure associated with logistics is about 1.9 trillion Yuan in China currently, and logistics costs accounted for 20% of GDP. The other hand, market competition has become fiercer. The total number of logistics enterprises in China is more than 730,000 now, and according to the protocol schedule, Chinese logistics market will completely open in 2005, large international logistics enterprises will landing in China. Although large numbers in quantity, but the majority is in small-scale, behindhand in facilities and equipment, and backward in technology and management that they can only provide transport, warehousing and other basic functional services. Faced with this environment, this paper pointed out the brand-building road in order to survive and development for Chinese logistics industry.Firstly, this paper analysis the brand positioning problem of third-party logistics enterprises, using SWOT theory, according to analysis based on market conditions and competitive environment and self-examination, fully aware of the competitive strengths and weaknesses, opportunities and challenges that the enterprises faced. Segment the market in accordance with certain basic standards, and chose one or more appropriate targets according to the result of SWOT analysis. The factors of market segmentation could be industry, services, the size of enterprises, technical conditions etc., and also could be a combination of these factors.Further, this paper analysis brand operation of third-party logistic enterprise. The paper considers that there are three choices on brand strategy, they are single brand strategy, multi-brand strategy and alliance brand strategy, it costs to be noted that, more than 90 percents of all enterprises are small or medium, aligning will be a good choice for them. Business concept is the embodiment of enterprise culture in actual operation and management, it should be taken very seriously, and plays its agglomerate and introductory role. Brand competition is the commercial representation of core competitiveness in market, core competitiveness is precondition of brand competitiveness. In the process of brand building, third-party logistics enterprises enhance their core competitiveness to boost brand building through resources conformity, including capacity resources, customer resources and the integration of information resources. In addition, enhance the capability of personalized services, develop larruping value-added services is effective ways to establish brand characteristics of third party logistics enterprises.Finally, take Changjiu logistic company of Jilin Province for example, this paper designs a feasible program, it is an application of the theory, and it also has important meaning to other logistic companies.As the author is very limit level, this research on brand building of third-party logistic enterprise is only a preliminary exploration, many problems have not been involved, such as brand of logistic enterprises alliance etc., so it is not perfect in content. Therefore, in the future study and work, the author hopes to be able to do further research and discussing on the theory and hopes to make the theory more integrity and viability, and contributes her share to Chinese logistics industry.