Research On The Brand Building Of Modern Logistics Enterprise

The logistics industry in China, crossed the initial stage, entering the fast development period, when the push for government, business operation, begun to enter the coordinated development of industry self-regulation. Modern logistics as an advanced productive forces, the contribution rate of the national economy will gradually increase. As technology advances and a growing economy, globalization and the globalization of information networks and gradually form a competitive market, market competition has not only the quality of competition, price competition, the speed of competition, but also the brand competition. Brand is the business side of a distinctive flag and image. Internal restructuring or a new type of logistics enterprises to accelerate development, improve strength, market competition, at the same time, often neglect their own brand of shape. However, the vigorous development of the domestic logistics market, continues to attract the foreign logistics companies rushed to come to beach. They advanced logistics management experience and maturity of the brand strategy has greatly stimulate the domestic logistics enterprise. As the modern logistics enterprises, in order to timely control and master the domestic logistics market high ground, we must vigorously strengthen brand building efforts to implement the brand strategy, establish a good image of logistics enterprises, improve the logistics enterprise's core competitiveness. This makes this paper attempts to shape the perspective of the brand for China's logistics enterprises with new ideas for development of real significance.In the theoretical research level, the existing brands within the logistics field theories tend to concentrate on brand building on the necessity and feasibility studies, a small amount related to brand management measures, the papers in the Western service brand and domestic logistics companies to sort out the basis for the brand literature, through empirical analysis to identify the impact of modern logistics enterprises in brand building of the main factors, namely, the brand concept and image systems, service quality, internal and external communication, service value, and the use of AHP method the value of the various elements of the weight for the design of modern logistics companies to provide a scientific basis for brand building strategy.In order to have a higher value, research papers selected companies Sinotrans Co., Ltd., Jinan, empirical analysis. Sinotrans Co., Ltd., Jinan, restructured state-owned company as a logistics company, in just a few years time, creating a decent operating results, received by the industry alike. But companies do not really understand the scientific connotation of the brand strategy, brand building its knowledge and exploration is still in its infancy, in practice there are still some problems. Therefore, the feasibility of the enterprise to provide a stronger brand building strategy for improving the competitiveness of its brands have greater relevance and practical value. Jinan Sinotrans in the external environment facing the company, internal strengths and brand building full analysis of the status quo, based on the thesis of the enterprise's logistics branding propose concrete measures, including the development of competitive strategies, implementing brand positioning, deepen the brand concept, improve service quality, improve the brand communication, improve the quality of personnel, to cultivate the seven aspects of brand culture.In research methods, thesis uses the theoretical research and case studies phase composition; qualitative analysis and quantitative study of combination; historical analysis and practical method of combining the investigation.