Research On Brand Construction Of Yunnan Hong Kong International Logistics Co., Ltd

Nowadays, branding has become an important ways for China’s logisticsenterprises to win beyond fierce competitions. How to build up the construction andmanagement of the corporate brand by effective ingredient branding strategy hasbecome an important issue for these companies.The thesis take Yunnan Inland Port International Logistics Co.,Ltd as a researchobject(hereinafter referred to as Inland Port Co.,Ltd), provide a brand buildingstrategy and illuminates it based on some well-known knowledge on the theory ofbranding, marketing and logistics management. The thesis is comprised by five parts,the1st section briefly describes the research background, significance and researchmethods; the2nd section outlined current situation and competition of Chinalogistics brand and brand building status and problems of Inland Port Co.,Ltd, andcompared.It is concluded that brand building is important; the3rd section described theconcept of brand building of Inland Port Co.,Ltd; the next section summed up thediscussion above and take out a complete brand building issue for Inland PortCo.,Ltd. The fifth part is the conclusion of the paper.In this thesis, the service and market oriented, used the model of businessmanagement to build brand. The thesis outlined the meaning of current situation ofcompetition status and brand, around the service plan, market development, brandbuilding, take out a complete brand building issue for Inland Port Co.,Ltd. Theconclusion of this thesis is reference to management group of either largecorporation and smaller companies.In research methods, the thesis used literature research method, comparativeanalysis method, case analysis method.