企业品牌形象塑造探究.doc

2008届毕业生
毕业论文
题目: 企业品牌形象塑造探究
—从海尔的品牌形象谈起
院系名称:新闻与传播学院专业班级:广告学2004级3班
学生姓名: 高玉英学号: 20044310324
指导教师: 李晓云教师职称: 讲师
2008 年 5 月
摘要
现今社会,市场竞争异常的激烈,生产与销售已不再是企业发展的单纯目标,现在更多的在于整合企业内外有效的资源, 利用各种手段,促进企业与相关受众之间的了解,增加信任感,为企业树立良好的公众形象。品牌的形象代表企业对客户所做的承诺,以及客户对于企业达成承诺能力的判断,客户在企业开展促销之前就认可了品牌背后所代表的品质。本文从国内外研究现状谈起,提出目前企业塑造形象不懂得循序渐进,分不清眼前利益与长远利益的关系的一系列问题,提出品牌塑造需要形象传播的长期积累和不断修正。一个品牌想在市场中迅速占有竞争优势是个神话,不能企盼品牌朝立夕得,品牌的完整塑造不能急功近利。品牌不能独立于企业经营之外,更是紧紧依存于产品之上,作为产品机体的重要组成部分,它的塑造应与企业的经营均衡发展,它们之间的任何形式的脱离或独立发展都会形成品牌错位。本文以海尔品牌形象的成功塑造这一案例的深入分析为切入点,结合企业品牌形象塑造的各种好的模式和途径,如整合营销模式等,为中国企业品牌形象的建设和塑造提出好的建议,希望有一定的应用价值,力争能产生一定的社会效益。
关键词:研究现状品牌理论品牌权益
Title Probe into shape corporate brand image
- from Haier's brand image about
Abstract
Present-day society, the petition in the market anomalies, production and marketing is no longer the only goal of enterprise development, is now more effective integration of resources within and outside enterprises, using various means to promote business and relevant understanding between the audience and increase A sense of trust, for enterprises set a good public image. The brand image of enterprises on behalf of mitments made to customers, and mitment to corporate customers the ability to judge, customers in enterprises approved prior to marketing behind the brand represented by the quality. This paper studies at home and abroad about the status quo, to the current corporate image-building do not know how to step by step, the confusion between immediate and long-term interests of the relationship between a range of issues, the need to create brand image of the long-term accumulation and dissemination of the amendment. A brand in the market would quickly petitive advantage is a myth, not expecting a brand Xi Li Chao, the brand can not be instant ess, the full shape. Brand can not be independent of the business, is more closely dependent on products above, as the product of an important part of the body, its shape and enterprise management should be balanced de