基于客户竞争的第三方物流企业品牌建设策略研究  

On the Brand Construction Strategy of the Third Party Logistics Enterprise Based on the Customer Competition

作　　者：王冬[1] 

机构地区：[1]郑州铁路职业技术学院,郑州450052

出　　处：《价值工程》2014年第26期201-202,共2页Value Engineering

基　　金：河南省科技厅基础与前沿研究项目<基于Agent的建模与仿真的河南省物流企业客户竞争设计>(项目编号:142300410047)

摘　　要：物流客户的满意度是企业利润的中心,倾力打造客户竞争力是每个物流企业品牌建设不可或缺的工作。针对第三方物流企业不重视品牌建设的现状,应发挥4C营销组合对物流企业品牌建设的现实价值,采取以下策略:明确本企业品牌理念;提升物流服务质量;维护物流企业品牌形象,创新发展品牌战略。The satisfaction degree of the logistics customers is the center of the enterprise profit, and trying to build customer competitiveness is indispensable work of the brand construction of each logistics enterprise. Aimed at the status that the third party logistics enterprises don＇t pay attention to the brand construction, the reality value of the 4C marketing combination on logistics enterprise brand construction should be realized, and the following strategies should be taken： make clear of the brand concept of the enterprise;improve the logistics service quality;maintain the logistics enterprise＇s brand image, and innovate and develop the brand strategy.

关 键 词：第三方物流企业 品牌建设 品牌危机预警 

分 类 号：F274[经济管理—企业管理]