金海钢构科技公司企业形象营销分析-enterprise image marketing analysis of jinhai steel structure technology company.docxVIP

摘 要随着科技的发展，企业之间的竞争在产品质量、性能、服务等方面已难分 伯仲。消费者也很难从日趋同一的产品信息中感受到企业的独特魅力。同样地， 钢构公司在如此繁杂的环境下，面对激烈的竞争，如何整合企业形象，塑造优 良、鲜明的企业个性，并使之有效地展现在公众面前，从而扩大企业的知名度 和影响力，便成为企业决胜于市场的关键。本文首先通过对国内外有关企业形象研究文献的梳理以及相关理论的阐 述，来奠定企业形象营销的理论基础。其次，对金海钢构公司形象营销现有状 况进行分析，通过发现其不足，分别从整体形象策划、名牌产品形象营销、服 务形象营销、员工形象营销方面，按照企业导向时期及公众导向时期进行改善 提升。与此同时，探究怎样把金海钢构公司企业形象作为一种管理思想，融入 企业运行的各个层面；提出保障企业形象营销持续进行的措施。最后，希望提 升金海钢构企业形象，促进营销，从而达到提升企业价值，为同类企业提供借 鉴价值。关键词：金海钢构形象营销形象策划AbstractWith the development of science and technology, the competition between enterprises in product quality, performance, service and other aspects have been close. Consumers also are very difficult to distinguish enterprise’s unique charm from the same with product information. Similarly, the steel structure company in such a complex environment, in the face of the fierce competition, knowing how to integrate the corporate image, excellent shape, distinctive corporate personality, and making it effective to show in public, thereby expanding the company’s popularity and influence, has become the key to an enterprise to win in the market.This article through the domestic and foreign relevant corporate image research literatures and the related theories, aims at laying theoretical basis on the research of Jinhai steel structure corporate image marketing. Secondly, through analysis of present situation of the Jinhai steel structure company image marketing, its deficiencies being discovered, it makes improve the overall image of the planning, brand image marketing, service image marketing, staff image marketing. At the same time, to explore how to put Jinhai steel structure corporate image marketing into a management idea and to integrate that in the enterprise operation at all levels; to come up with measures to ensure corporate image marketing ongoing . Finally, it wants to enhance the Jinhai steel structure enterprise image, so as to enhance the value of enterprises, providing reference value for similar.Keywords: Jinhai SteelImage marketingImage pl