第三方物品牌战略研究.docVIP

毕业设计（论文） 题目： 第三方物流企业品牌战略研究 学生姓名 学 号： 专业班级: 指导教师： 学 院: 2013年5月 第三方物流企业品牌战略研究 摘要 目前，我国物流行业正处于快速发展阶段，虽然第三方物流企业数目众多，但却表现出管理观念陈旧、技术落后、人员不足等缺点，难于适应现代物流快速发展的需要。作为国内的现代物流企业,为了及时控制、掌握国内物流市场制高点,就必须大力加强品牌建设,努力实施品牌战略,树立物流企业的良好形象,提高物流企业的核心竞争力。 本文首先介绍了有关第三方物流企业品牌的相关理论，讲述了第三方物流企业实施品牌战略的内涵，深入探讨了第三方物流企业实施品牌战略的动因和必要性。深度剖析了当前我国第三方物流企业在品牌战略实施过程中遇到的问题，并对此提出了包括树立品牌意识、完善企业制度、提供个性化服务、注重人才培养等相应的解决方案，对第三方物流企业的品牌建设具有一般性的指导意义。 关键词：第三方物流；品牌战略；品牌塑造 RESEARCH ON THE BRAND STRATEGY OF THE THIRD PARTY LOGISTICS ENTERPRISE Abstract At present, Chinas logistics industry has said goodbye to the start stage, realized the steady and rapid development. In light of Chinas government encourages and supports, the logistics enterprises have achieved ideal results. Due to the economic development and the needs of the operation of the enterprise, to a certain extent, promote the formation of industry association. This paper is based on the third party logistics enterprises in China’s development situation and market competition characteristics, in summarizing predecessors research results provide new ideas for development -- the brand construction of third party logistics enterprises of third party logistics enterprises in china. This paper first introduces the relevant theories of brand, deeply discusses the brand strategy of third party logistics enterprise measures and methods, depth analysis of the current our country the third party logistics enterprises in the implementation of brand strategy problems, the third party logistics enterprises brand construction has general guiding significance. This paper seeks to theory practical, the pursuit of logistics enterprises brand construction theory, the feasibility of the hope to be able to for our country the third party logistics enterprises development contribution meager strength. Key words: Third-Part Logistics; Brand Strategy; Brand Building 目录 1 绪论 1 1.1 研究背景和国内外现状 1 1.2 研究目的和意义 1 2 第三方物流企业品牌概述 3 2.1 第