Oil Storage And Logistics Brand Strategy

Petroleum Storage & Logistics (PSL) is a sort of third party logistics, it possesses two functions: say, logistics service for social consumable and logistics service for rough materials, semi-products and intermediate products for production enterprises.The work discusses the importance in the national economy that PSL has paid. However, the domestic PSL enterprises are less competitive in its brand effect, less market risk sensitivity, more over, some domestic PSL enterprises ignore their credit in business performance by illegally sale or replace of clients'goods and trickily operation in metric system. Therefore, their brand effect of additional value is low, this situation should subject to serious examination and it is urgent to raising consciousness of PSL enterprises in brand effect.The brand value represents the competitiveness of an enterprise. As the work shows from case study of two PSL enterprises --- Nantong Huifeng and Nantong Qianye that the brand differentiation will heavily influence to the revenue of the enterprise; it relates to life-and-death problem of PSL enterprise, for which they should pay attention to building of their own brand.Suggested by the work that it is important to establish"satisfaction degree of client"(SDC) and"satisfaction degree of staff"(SDS)in brand building for PSL enterprises. SDC is based on creditability of conducts, precision in metric operation, reasonable pricing, effective & qualified service as well as the quality on Safe/Health/Environment (SHE) aspects. The PSL enterprise needs to establish client's royalty through strengthening connection, long-term cooperation and providing value-added service to the clients. The SDS relates to driven force of development of the enterprise, it is also the prerequisite of the SDC. For increasing SDS, favorable measures based on"Care for People First"principle should be taken, such as attractive wage system, career development opportunity and stimulating working environment .The brand value is exactly based on SDC and SDS.The value of the brand is the quantification of brand asset of the enterprise, the enterprise could receive additional revenue or cash flow through its"Brand value". It is obvious that the brand value of a PSL enterprise is considerable. In this work, a simplified formula is developed for brand value evaluation based on the existing theorem of value evaluation: BV=P×V×C×L. Which is an approach for PSL enterprise by its own"Brand"to estimate the additional revenue through added value of unit good, increasing number of circulation, and extending the life cycle of the enterprise.