企业品牌形象塑造探究—从海尔的品牌形象谈起毕业论文.docVIP

PAGE PAGE 1 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： 学生姓名： 学 号： 指导教师： 教师职称： 讲师 摘 要 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, 利用公关手段,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。企业公关由众多要素构成,而企业品牌是企业公关的主体要素。若拥有了众所周知的品牌,花在销售上的时间和心血即可大幅降低。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，通过对海尔品牌形象的成功塑造这一案例的深入分析，提出企业塑造企业形象的更好的方法，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 Haiers brand image about Abstract Present-day society, the fierce competition 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, the use of public relations, promotion of business and relevant understanding between the audience and increase trust Flu, for enterprises set a good public image. Public relations companies from many elements of composition, and the corporate brand enterprises is the main element of public relations. If the owner of the well-known brands, the time spent on sales and efforts can be greatly reduced. The brand image of enterprises on behalf of the commitments made to customers, and a commitment 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, the Haier brand image through the success of shaping the case of in-depth analysis, enterprise shape the corporate image better way to have a certain value, and strive to produce a certain social benefits. Keywords Research Status Brand Theory Brand Equity 目 次 1 引言（或绪论）……………………………………………………………………… 2 品牌形象研究………………………………………………………………………… Y 2.1 品牌形象研究的必要