Problems and Countermeasures in Brand Building of Small and Medium-sized Logistics Enterprises

Problems and Countermeasures in Brand Building of Small and Medium-sized Logistics Enterprises

The characteristics of logistics products determine that the differences in the services of various logistics enterprises are not large. Therefore, in the "I have what others have, I have what others have" On the premise of continuously improving service levels, we should start from the brand level to promote corporate brands and form brand advantages. Small and medium-sized logistics companies urgently need to change their business philosophy, use effective marketing strategies to promote their brands, and cultivate professional talents to carry out daily maintenance and innovation of the brand, so as to create corporate characteristics.

Abstract: With the increasingly close global economic and trade exchanges, a large number of small and medium-sized logistics companies in my country have not paid enough attention to brand building in the fierce market competition environment, and are only limited to business daily operations and maintenance. If brand building is ignored, it will undoubtedly have an extremely negative impact on the development of the enterprise. This article first analyzes the current situation of brand building of small and medium-sized logistics enterprises in my country, then points out some existing problems, and then proposes some targeted countermeasures for brand building of small and medium-sized logistics enterprises in my country.

Keywords: small and medium-sized logistics enterprises; brand building; countermeasures

1. The development status of brand building of small and medium-sized logistics enterprises in my country

The brands of large-scale logistics enterprises in my country are widely recognized Customers are well aware that a series of similar logistics company brands have emerged around these relatively well-known logistics companies. However, due to the large number of small and medium-sized logistics companies, the problem derived from this kind of "copied" brands is that the brands of small and medium-sized logistics companies are not innovative and follow the trend seriously. When such brands reach a certain number, customers will still prefer larger ones. Large logistics company. Therefore, this kind of "copying" brands is not a long-term development plan for enterprises. The brand concept of small and medium-sized logistics companies is vague, and managers often think that the brand is just the name of the company.

2. The main problems faced by small and medium-sized logistics enterprises in brand building

1. Lack of brand awareness and neglect of brand building. Most small and medium-sized logistics companies lack a deep understanding of brands and do not understand the meaning of brands. Some small and medium-sized logistics companies only focus on short-term benefits and believe that the long-term effects of building a brand are not directly proportional to capital investment. On the contrary, it is not as beneficial as seizing the immediate orders. It is this lack of brand awareness that has become a flaw for many small and medium-sized enterprises, resulting in small and medium-sized logistics enterprises having weak brand awareness and limited service capabilities, making them unable to compete with well-known foreign logistics enterprises and my country's large state-owned logistics enterprises.

2. The brand positioning is unclear and cannot attract consumers. There is a common phenomenon now that most small and medium-sized logistics companies have similar business models, and their business scale and corporate strength are similar. They do not have their own personalized business characteristics, and thus lack accurate positioning of brand value. This phenomenon is relatively common. Provide There is nothing new in terms of type, structure, and characteristics of logistics services. The main products are also concentrated on express delivery and small parcels. They are all cheap, but the service content is no different, and it is difficult to express themselves. Unique aspects and advantages of the business. Consumers' impressions of domestic express delivery companies do not have too many positive comments except for relatively low prices. In terms of brand positioning, one of the outstanding problems of small and medium-sized logistics companies is that they are wandering between transportation or warehousing, circulation processing or distribution, etc., and are unable to intuitively present a clear brand positioning to customers.

3. Lack of brand concept and insufficient cultural content. One of the problems reflected in the brand awareness of small and medium-sized logistics enterprises is the lack of brand concept and obvious lack of cultural content. At present, among the many corporate slogans in my country's logistics market, none of them can be deeply rooted in the hearts of the people. Logistics companies in our country often believe that providing services is only a necessary condition for corporate survival, and do not consider that good service can be regarded as the core competitiveness of the company. However, in fact, all brand cultures are based on customer service. And always put customers first.

4. Weak brand promotion and shallow marketing awareness.

The traditional business philosophy of focusing on products rather than services makes small and medium-sized logistics companies lack brand awareness. At the same time, the products they provide cannot be clearly distinguished from other companies, and they do not know how to promote their brands. , which directly resulted in the brand promotion process being disorganized and inefficient. In terms of promotion methods, small and medium-sized logistics companies always use single advertising promotion, which is unable to convey in-depth brand concepts to customers.

5. Insufficient brand management and lack of professional talents. Most of the managers of small and medium-sized logistics companies have low quality and lack professional brand management talents. They do not know how to plan and manage the company's brand, let alone how to promote the company's brand. Moreover, there is a common misunderstanding among small and medium-sized enterprises in my country. They are unwilling to "waste" corporate funds on brand management consulting. Instead, they blindly follow the practices of other companies in the industry or simply ignore them. This puts the brand building of small and medium-sized logistics enterprises into a dilemma, staying at the lowest level of marketing, relying only on low prices as a means of competition, and completely ignoring the importance of brand. There is no dedicated brand management and support department within the enterprise, and brand management work lacks organized and systematic professional guidance and management.

3. Countermeasures to solve the main problems faced by brand building

1. Establish correct brand awareness and implement precise brand positioning. Small and medium-sized logistics companies should be aware of the important position of brand in fierce competition, and promptly change their business philosophy, enhance their awareness of brand competition, and put improving brand competitiveness at the strategic level of the company. It is necessary to comprehensively consider different factors such as the economic and cultural environment, the industry in which the enterprise is located, competition conditions, consumer demand, etc., and make full use of various brand positioning methods to decompose and position the enterprise brand. Take "what you don't have, I have, and what you have, I have" as a methodology for brand positioning, and implement a differentiated brand positioning strategy. Only by accurately positioning the enterprise and establishing a good brand reputation can small and medium-sized enterprises without capital and scale advantages stand out among their peers and gain a higher reputation and more loyal customers.

2. Improve service capabilities and create a high-quality service brand. If small and medium-sized logistics companies want to develop their brands, they must pay attention to the service itself in the long run. Small and medium-sized logistics enterprises should first clarify the advantages of the enterprise, and then provide characteristic logistics services according to the characteristics of the enterprise, focusing on the advantageous areas of their own enterprise and ensuring service quality. Instead of blindly lowering prices, blindly following other companies, or blindly expanding scale. Secondly, according to the characteristics of this industry, small and medium-sized logistics enterprises should strengthen informatization construction and increase investment in logistics software and hardware. Finally, establish a customer feedback mechanism to continuously optimize the brand image.

3. Innovate and enrich the brand. For logistics companies, if they want to achieve sustainable development of their brands, they must start from the following aspects: (1) Improve the company's capabilities in all aspects, such as corporate management capabilities, operational capabilities and innovation capabilities; (2) Use Combining financing and self-construction, gradually and rhythmically expand outlets, but not at the expense of service to ensure customer service levels; (3) not only promote the company's products and products, but also convey the company's culture and culture to customers spirit, thereby forming customer loyalty; (4) Continuously innovate corporate management, service concepts, information technology, service content, and marketing strategies to build the company's lasting competitiveness and create a more sustainable brand.

4. Construct a complete brand promotion system. The characteristics of logistics products determine that there is not much difference in the services of various logistics companies. Therefore, under the premise of constantly improving service levels "I have what others don't have, and I have the best when others have", we should start from the brand level to promote the corporate brand. Form brand advantage. First, focus on building the brand image. Secondly, we must actively use various promotion methods. Finally, use old customer resources to conduct brand word-of-mouth marketing to new customers or target customers. The cost of finding new customers is much higher than maintaining old customers. Therefore, small and medium-sized logistics companies cannot ignore the maintenance of old customers, but should invest more efforts in providing better services to retain old customers.

These satisfied old customers will eventually become corporate propagandists, thereby bringing more business and benefits to the company.

5. Cultivate high-quality brand professionals. Small and medium-sized logistics companies must have high-quality brand professionals to achieve the above. Therefore, on the one hand, enterprises should set up a dedicated department for the brand and hire professional staff to carry out special maintenance and management of the brand. On the other hand, we should also start from within the enterprise to train and re-educate the existing personnel of the enterprise so that they can learn in practice. In the end, we can propose a brand strategy that is both professional and in line with the actual situation of the enterprise, continuously giving full play to the brand's advantages and enhancing its competitiveness.

IV. Conclusion

Facing increasingly fierce domestic and foreign market competition, small and medium-sized logistics companies can only avoid being eliminated by the current logistics market by strengthening their own brand building. Small and medium-sized logistics companies urgently need to change their business philosophy, break away from the status quo of only focusing on maintaining daily operations, strengthen cultural construction, establish correct brand awareness, carry out precise brand positioning, use effective marketing strategies to promote the brand, and cultivate professional talents Carry out daily maintenance and innovation of the brand to create a brand with corporate characteristics and super competitiveness, so that the brand can develop healthily and sustainably, thereby strengthening the company's competitive advantage and making the company bigger and stronger.

References:

[1] Zhong Yinghong, Zou Tingting. "Research on the Construction of Logistics Enterprise Culture" [J]. 2015, Volume 34: 86-88.

p>

[2] Huang Liming. "A Brief Discussion on Brand Building of Logistics Enterprises" [J]. "Technology Information", 2013, Issue 7: 605.

[3] Zhu Jie, Yi Yongzhong. "A Brief Discussion on the Cultural Construction of my country's Logistics Enterprises" [J]. Science and Technology Square, 2014, Issue 12: 182-185. ;