Corporate Image Building

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The image of 1. is the image maker of the enterprise image.

From the perspective of the whole public relations, every member of the enterprise is the representative of the corporate image. Every person's words, deeds and actions reflect the general style characteristics of the enterprise.

From the perspective of the image design of the image subject, there are mainly several aspects: 1. Employees' image building is the most active factor in shaping and disseminate corporate image.

Employees are the most basic practitioners in enterprises. The quality of products, service quality and working level of enterprises ultimately depend on their quality, sense of responsibility and professionalism.

Employees are the representatives and exhibitors of the corporate image. Their words, deeds and actions are spreading the information of the enterprise at any time.

(2) the image of leaders in leadership is the general opinion and evaluation of leaders in the public.

Leadership image includes leadership external image, such as leader's appearance, temperament, working method and style, communication mode and so on, including leader's internal quality image, such as theory level, decision making ability, innovation spirit, moral level, belief and willpower.

The image object of 2. image object is the material object of products and services created by the enterprise through its own production, operation and management activities. These objects are the direct symbol of the corporate image and the most important observation elements and evaluation contents of the public image of the enterprise.

From the perspective of the image design of the image object, it mainly includes the following aspects: (1) product image creation, the product is one of the faces of the enterprise, and is the most important epitome or representative of the corporate image.

The image of the product is the most intuitive and specific image, and it is the first contact point for the public to understand the corporate image.

The goal of shaping a product image is to create a product image that is consistent with internal quality and appearance quality, satisfying and satisfying consumers.

The way to build the product image is to attach importance to the basic design of the product.

In the modern world, the market competition is more and more represented by the competition between famous brand and non famous brand. The characteristics of famous brand products are very clear in the world. Creating famous brands and having famous brands can occupy the market and win the commanding height of the strategy.

It is not only the creation of quality products, but also the creation of famous brands. This is the new requirement of the times for enterprises.

The famous brand is the "pass" to the international market, and it is the symbol of the wisdom and economic strength of an enterprise and even a nation.

In the modern international market, with the conversion of logo as the main content, world resources are flowing and divided to meet the needs of famous brand products and the structure of famous brand enterprises.

The lack of international brand names will always be at a disadvantage in the international market competition.

The shaping of brand image is the objective trend of the change of contemporary consumption concept.

Famous brand products are different from ordinary products. They have more cultural coloring.

It not only materialized culture but also materialized spirit.

With the improvement of consumers' living standard and the contrast of market supply and demand situation, people begin to put forward the demand for products at a higher level, so as to meet the continuous improvement of people's consumption quality.

"Brand consumption" is an important feature of modern consumers. "Image identity" is a potential psychological criterion when modern consumers choose commodities.

The way to build brand image is to build up brand awareness; to implement the key strategy; to adhere to the long-term and unremitting efforts; and to implement the brand system engineering.

5-1, the brand is not only important to brand owners, but also important to customers.

Brand represents the "agreement" between brand owners and consumers.

Therefore, the brand is not imposed on the "loyal followers of the brand" against consumers' wishes.

Brand enables consumers to shop confidently in an increasingly complex world.

Brand provides consumers with assurance of quality, value and product satisfaction.

As long as the brand keeps its role, consumers will continue to support it.

On the other hand, if consumers do not like a brand, or the brand can not meet the needs of consumers, or there is another product that can better satisfy the needs of consumers, the difference function of brand will make consumers avoid the dissatisfied brand and choose another substitutes.

Brand building (3) service image building. Any social organization can provide necessary services to the relevant public in its own unique way.

From the perspective of enterprises, the best companies in the world tend to call their businesses services.

Their pursuit of perfect service almost reached the level of fanaticism and achieved great success.

Due to the close relationship between the specifications, performance, technical specifications and quality of the inter enterprise products caused by the progress of science and technology, and the exclusivity of the business is becoming smaller and smaller, the last battleground that can compete with each other is the last one. That is service.

In the final analysis, competition in the market competition is the competition for consumers.

Contemporary consumers are not simply rich people who want to buy goods to meet their material needs, but have cultural literacy, value pursuit and emotional needs.

Today, customers go into businesses and stores, not to buy goods, but to buy services.

The author of the United States pursuit of excellence finds that some of the big successful businesses in the United States are pursuing quality services.

Their basic theory is: to serve customers or consumers, the profit will naturally follow.

The ways to create service image include: first, establish service consciousness; second, improve service facilities and conditions;

The application of the concept "5-1", "12345 swan" service, "Wuxi" Swan Limited by Share Ltd is the largest automatic washing machine manufacturer in China. Its leading product, the Swan automatic washing machine, has been sold for the first time in many years in China, and is well sold in various countries and regions such as South America, North Africa, Eastern Europe and Southeast Asia.

為了在消費者心目中樹立起“小天鵝”的優質服務形象，通過全國各地的維修站向消費者推出了“金獎產品信譽卡”特色服務，將服務監督權交給用戶，把服務公約公布于眾，堅持做到上門服務，隨叫隨到，并且提出了“一二三四五”服務規劃： (1)進了用戶門，必須換一雙干凈鞋； (2)進門后向用戶說兩句致歉語：“對不起”，“給您添麻煩了”； (3)維修時使用三塊布，一塊專門用來鋪在地上墊機子，一塊專門用來擦機子，一塊專門用來自己擦手； (4)即四不：維修時不抽用戶的煙，不喝用戶的茶，不吃用戶的飯，不收用戶的錢； (5)如果按預約時間晚去1天，廠家罰維修者當事人5元錢。

The 12345 rule of "Little Swan" is to start with small and small parts, and display a high-quality service image for the "Swan" through the norms of behavior and etiquette of the maintenance personnel.

People may interpret corporate image as tall buildings and beautiful work clothes. In fact, the shaping of good corporate image starts from every little thing. The service of "Little Swan" is meticulous and thoughtful, and even penetrates into every move. This is the charm of the image of "Little Swan".

The image extension of 3.'s image extension refers to the diffusion of images in time and space. It involves not only the process of shaping the subject and object, but also the media of the subject and object, and the environmental factors of the subjective and objective image design.

In the modern market economy, competition constitutes the tide of economic movement. No enterprise can get rid of the competitive environment. The competitive environment is the survival environment of enterprises. Therefore, displaying a good competitive image in other social organizations and the public is an important content in shaping the image of an enterprise. 1

The goal of building competitive image is to create a competitive image that follows competition rules, pays attention to mutual cooperation, understands each other, and competes equally.

The way to create competitive image is: to grasp the friction points in competition; to deal with the competition correctly; and to look for opportunities for cooperation.

(2) credibility image building, corporate reputation is a kind of high sense of trust that consumers or customers have to producers and managers in the long term business dealings and commodity exchanges.

As one of the most important intangible assets of an enterprise, the reputation or goodwill of an enterprise is a value formed by an enterprise in gaining its ability to earn more than its normal return on investment in its tangible assets.

From the point of view of the public or consumers, corporate reputation is the intangible value that can satisfy them with certain trust, honor, feelings, personality, hobbies and so on, satisfying their emotional desires and spiritual identification.

The way to create a reputation image is: the first is to emphasize contracts and keep promises in business activities;

(3) environmental image building is the window for enterprises to understand and identify the corporate image.

A beautiful, clean and elegant environment can leave an impression on the outside public with a high level of management, an enterprise's inherent vitality and vitality, and a good mental outlook of its members.

In the view of the outside public, a mess and disorder enterprise is unable to make good work achievements, produce high quality products and provide quality services.

Because people who work in a dirty environment are not very responsible.

The goal of environmental image building is to create a beautiful, elegant, orderly and distinctive corporate image.

The way to shape the environmental image is to focus on the all-round beautification of the environment;