Research On Place Branding Driving Factors For Guangchang Logistics

Modern logistics industry is an emerging integrated service industry. It promotes regional economic development as the leading industry, and has an irreplaceable and important role in the regional national economic growth. With the transformation of China logistics to the international logistics, the globalization competitive market of resources, information and networks is beginning to form. In the meantime, the competition of the logistics market is also turning to brand competition today from pure price, speed, quality competition in the past. In fact, the regional logistics brand is an intangible asset, it’s useful to improve the market competitiveness of the regional logistics industry, thereby industry monopoly capital will be obtained, and the regional logistics industry and the development of socio-economic will be better advanced. So it’s extremely important and practical significance to encourage Guangchang logistics enterprises to implement the regional brand strategy actively,strengthen the regional brand-building vigorously, and explore the cogitation about the Guangchang logistics brand-building.In this paper, the theories on regional brand and regional logistics brand are reviewed, on this basis, the current situation and problems of logistics development in Guangchang will be analyze through the interviews of well-known(or representative)Guangchang native logistics enterprises, Guangchang Logistics Development Council,then valid sample data also can be get form the questionnaire. Combining to AHP(Analytical Hierarchy Process), the key elements and their orders of importance on Guangchang regional logistics brand-building will be identify. Meanwhile, according to the above analysis results, the thought and strategies of Guangchang regional logistics brand-building will be proposed, including establishing brand-building concept, consummating infrastructure, improving the logistics service quality,attending to personnel training, planning precise strategic positioning, and investing logistics information technology. Finally, the author relies on brand-building thought for proposing reasonable, scientific and feasible countermeasures and suggestions about Guangchang logistics industry brand development.