After China’ entrance to WTO, Chinese logistics will meet severer competition in the international market, for there are more opportunities for foreign trade and logistics industry, and more and more investments in China from foreign logistics enterprises. It is an important subject for Chinese logistics firms to accommodate new competed environment. The paper analyzes in details the brand strategy of A.P. Moller-Maersk, Danmark in maritime logistics operation in China, analyzes how to carry our the brand strategy and how to keep the competitive advantages and gives out some suggestions on how to implement the brand strategy for the Chinese Logistics’ enterprises.
【Key Words】 Third Party Logistics; Maersk Logistics; Brand Strategy