Brand Risk Evaluation for the Third-Party Logistics Company
|School||Wuhan University of Technology|
|Keywords||Third-party logistics Brand Risk Identification Evaluation DHGF Model|
With the gaps of logistics enterprise in the customer service, technical level and price are getting smaller, the brand becomes an important force of promoting enterprise development. China is a manufacturing country. It requires a strong logistics system and logistics companies to support the manufacturing. However, in the list of the world top 100 logistics enterprises, we can’t see other logistics enterprises besides China ocean, China postal, China shipping and Sinotrans Group. In other Side, there exists obvious gap between domestic logistics enterprises and abroad famous ones in scale and management level, the brand advantage is not obvious and the brand risk is large. This is not consistent with China’s position in the world. In order to win the initiative of market competition, domestic logistics enterprises must create their own brand. Logistics enterprises will be faced with various risks in the process of brand operation. So it plays an important role to study the brand risk of logistics enterprise.Firstly, this paper gives the definition of third party logistics enterprise brand combined the characteristics of third-party logistics companies and the connotation of the brand, indicates the importance of the third-party logistics companies creating brand, summarizes the theory of risk and brand risk and defines the brand risk of third-party logistics companies, analyzes the causes of brand risk from brand influence, degree of customer recognition and the corporate brand building ideas. Then, this paper analyzes logistics brand risk from four aspects (brand image, brand loyalty, brand building and brand maintenance), establishes an evaluation index system for the Third Party Logistics. During the process of evaluation model selection, it makes a comprehensive analysis of Delphi method, AHP, gray correlation method, fuzzy comprehensive evaluation and comprehensive evaluation model of DHGF (Delphi, Analytic Hierarchy Progress Grey interconnect, Fuzzy Comprehensive Evaluating) in the advantages and disadvantages, and selects the DHGF model to evaluate the third party logistics brand risk ensuring the accuracy of the result. In addition, the paper uses AHP integrated entropy to determine the weight of each index. The entropy can modify the subjective interference of AHP to some extent and make the weight of the indexes more scientific and reasonable. Thirdly, the evaluation index system and evaluation model is applied to A logistics company, proves to be simple and easy to operate, quantifies the risk of logistics corporate brands, achieves the targets of helping Logistics enterprises diagnose the brand and improving risk management level. Based on the results, It proposed brand some risk management suggestions.