For the purpose of meeting customer requirements at minimum cost, different transport modes need to be coordinated to make full use of their respective advantages in logistics market. A critical challenge lies in the lack of understanding for the roles of different transport modes in the dynamic logistics market with uncertainties. Online logistics forums provide user-generated content representing real-time market information. In this paper, a content analysis based method is presented to explore the logistics market. Text content in logistics forums is processed by word segmentation and stop word filtering. Then the LDA topic model is derived representing the most probable words for each transport mode. On this basis, the market areas and the cargo types can be investigated for the different modes of transportation. The method is demonstrated using a case study.