论文以云南陆港国际物流有限公司（以下简称陆港公司)为研究对象，运用
品牌学、市场营销学和物流管理的理论，制定陆港公司品牌建设的实施策略。

论文共分为五部分，第一部分简要说明论文选题背景、意义、研究方法和思路；
第二部分先对中国物流品牌发展现状和行业内竞争进行分析，再与陆港公司的
品牌建设现状及问题进行比较分析，以此引出品牌建设重要性；第三部分在第
二部分基础上，阐述对陆港公司品牌建设的构想；第四部分结合陆港公司的实
际，提出陆港公司品牌建设的实施策略；第五部分为论文的结论部分。

论文对陆港公司的品牌建设以服务和市场为导向，运用业务管理模式来建
设品牌。通过对陆港公司竞争现状和品牌现状进行分析，围绕服务的策划、市
场的开拓、品牌的建设等方面，提出适合陆港公司发展特点的品牌建设理论体
系。论文既为陆港公司的管理层进行品牌建设的实践提供了参考，同时对众多
物流企业的品牌建设也具有一定的借鉴意义。

在研究方法上，论文主要采用了文献研究、比较分析、案例分析的方法。

关键词：云南陆港国际物流有限公司；物流企业；品牌建设Abstract
Nowadays, branding has become an important ways for China's logistics
enterprises to win beyond fierce competitions. How to build up the construction and
management of the corporate brand by effective ingredient branding strategy has
become an important issue for these companies.
The thesis take Yunnan Inland Port International Logistics Co.,Ltd as a research
object(hereinafter referred to as Inland Port Co.,Ltd), provide a brand building
strategy and illuminates it based on some well-known knowledge on the theory of
branding, marketing and logistics management. The thesis is comprised by five parts,
the 1st section briefly describes the research background, significance and research
methods; the 2nd section outlined current situation and competition of China
logistics brand and brand building status and problems of Inland Port Co.,Ltd, and
compared.
It is concluded that brand building is important; the 3rd section described the
concept of brand building of Inland Port Co.,Ltd; the next section summed up the
discussion above and take out a complete brand building issue for Inland Port
Co.,Ltd. The fifth part is the conclusion of the paper.
In this thesis, the service and market oriented, used the model of business
management to build brand. The thesis outlined the meaning of current situation of
competition status and brand, around the service plan, market development, brand
building, take out a complete brand building issue for Inland Port Co.,Ltd. The
conclusion of this thesis is reference to management group of either large
corporation and smaller companies.
In research methods, the thesis used literature research method, comparative
analysis method, case analysis method.
Key words: Yunnan Inland Port International Logistics Co.,Ltd; Logistics
Enterprises; Brand Building