Research For The Brand Marketing Strategy Of UPS In China

United Parcel Service(UPS) was born in 1907. UPS is the world’s largest express carrier and is also a major transportation, logistics, capital, and the leading provider of e-commerce services.China’s signing of the Mainland/Hong Kong closer economic partnership arrangement at the end of 2004.UPS began its independent operation of the market in China later.UPS break up with the Chinese partner Sinotrans in late 2004, UPS won 23 major cities right to operate independently in China.Choose international logistics giant UPS as the object of study in this paper, the UPS brand marketing strategy in China as the main content, brand positioning and brand of UPS in China analyzes integrated marketing communications. UPS China first introduced the company’s operating conditions; then use the integrated marketing communication on the UPS brand characteristics of integrated marketing communication in China, guiding principles, elements and process were analyzed. Analyzed the UPS brand marketing strategy in China and the problems. UPS is proposed in the absence of local networks on the Chinese market, prices are relatively high and not many retail outlets, business and consumer communication is blocked, ignored customer complaints and other outstanding issues. Then use the analysis of brand integrated marketing communications to the Beijing Olympic Games, UPS logistics sponsor the Olympics how to use integrated marketing communications on their own market share and visibility improved. Then start analyzing 118 UPS customer satisfaction questionnaire, based on statistics and analysis of questionnaire data, concluded that a number of recommendations. Finally, the 4C brand marketing strategy marketing theory analysis of UPS in China, summed up the major work and conclusions.This UPS China company limited research in brand marketing strategy in China, UPS companies in China’s market competition has some significance. Hope that through this study, with the brand integrated marketing communication theory and speculation, to provide references for the development of the logistics industry.