Brand Management Of Chinese Small And Medium-sized Shipping Companies Discussed

Since China's reform and opening up is maintained, Chinese local middle-small shipping enterprises have developed rapidly. Especially in some coastal areas, there are lots of middle-small shipping enterprises. These enterprises are commonly in small scales. Though they have no abilities to compete with big shipping companies on technology, equipments, funds and so on, They are operated at very low costs and have flexible operating principles and haven't big social and business burden. They have strong adaptability to the market. Recently with the rapid development of the trade between China and the periphery countries, the requirements for energy such as oil, coal, steel, ore etc. have increased rapidly, which bring very good developing opportunities to the middle-small enterprises which are suit for coastal shipping.Brand management is the important competitive means of enterprise. Now there are a lot of papers and theories about it. Whether big enterprises or middle-small ones, having powerful brand is the important property and the powerful base of building marketing strategy. But shipping enterprises have their unique features demanding for a specific analysis. With the China's entry into WTO, the competition among the shipping enterprises is becoming more fierce, especially in the sector of the Chinese middle and small enterprises. Faced by the fierce competence in shipping enterprises, Chinese middle-small shipping enterprises need to start from the brand with their own characters and take good advantage of their own resources and exploit all kinds of management tactics to build brand image of enterprises. Obviously, Chinese middle-small shipping enterprises have few competitive brands. Chinese middle and small shipping enterprises should find the effective and efficient ways to solve the problems on the brand management. Analyzing the problems of brand management faced by Chinese shipping enterprises, this paper puts forwards some concrete approaches to the brands' management for Chinese shipping enterprises with the references of some successful cases of their domestic and foreign counterparts.The paper begins with the definition of shipping brand and its essence and the review of related crisis theories. It also concludes the functions of the brandmanagement of the shipping enterprise from the two aspects, enterprise and consumer. Secondly, based on the present conditions of brand management of Chinese middle-small shipping enterprises, the paper deduces the problems of brand management. Thirdly, based on the theories of brand management, the paper proposes five kinds of tactics about Chinese middle-small shipping enterprise's brand management. Finally, This paper tries to provide some references during the process of Chinese middle-small shipping enterprises conducting the brand management through analyzing a typical case.