With the progress of social science and technology, the market competition is becoming increasingly fierce. At present, enterprises are adjusting the traditional concept of product competition, and a deeper concept of competition-corporate image competition has been put forward.
Be promoted to an important position.
[Case]: In the late 1960s, Japan's TDK Group was in trouble due to poor management and high debts. 1969, after taking office, General Manager Sawyer made a corporate image survey.
After a series of planning, the quality of the company has been gradually improved, and the operation has begun to show a high-speed growth momentum. Especially in the five years from 1976 to 198 1, the hidden sales of TDK increased from 9 1 1 billion yen to 270 billion days.
Yuan, three times in five years. The growth rate has been stable at double digits.
The success of TDK depends on the following strategies.
1. Highlight the technical performance of products, grasp the leading role, and promote the sound development of the overall product structure with product utility. TDK has made great efforts in enterprise technology reserve and research and development, and divided technology into
For positive technology and negative technology, the company has no technology. Hire the best technicians to carry out technical development and transformation. According to company regulations, TDK cannot sell more than three products in the market.
In, products should be constantly updated. In order to ensure the market, the company requires local sales staff to collect local product information every day and feed it back to the headquarters, so as to adjust production, adapt to the market and make the products knot.
Structure, grasp the audio-visual tape, through ferrite technology and sintering technology derived ferrite as the center, to carry out diversified management. Ferrite and magnet account for 1/4 of sales, accounting for zero of electronic equipment.
Parts and ceramic parts each accounted for 1/8, and the adhesive tape increased from 26.3 billion yen to13.43 billion yen in five years, an increase of more than five times. Today, TDK has become a symbol of high-quality video and audio tapes.
2. Pay attention to personnel training and actively introduce talents. TDK regularly evaluates and trains the personnel of this department. In terms of employing people, the company has always advocated competency-based, target management, personal declaration,
The integrated self-management system of personnel assessment replaces the practice of judging people by their academic qualifications and qualifications, which is the foundation of personnel management. New employees must undergo three years of internal training and "carry out one post and two responsibilities"
A radish is a pit, and no one is allowed to fall behind. Take the principle of "hiring halfway" for managers. Because the company is a postwar enterprise, there are 40 cadres at the level of career minister and section chief.
% are talents introduced from other companies. Different enterprises have different work experiences and different thinking angles, which makes TDK unique in management style, quick in thinking and determined to promote reform.
The development of the company.
3. Promote logo, highlight brands and actively market. A brand, like a person's name, must be easy for consumers to remember. If the company's name is read obliquely, it will be bad for consumers to remember it.
Recall. In order to highlight the company's visual identity, it is necessary to have a corporate logo design. After investigation, "TDK" was finally used as the company logo. Logo embodies many meanings and connotations that cannot be expressed in words and languages.
Rong. Very memorable. Corporate advertising, corporate publicity, social sponsorship, sports assistance and other activities all appear in TDK. The company's reputation has improved. Coupled with the emphasis on product quality and technology,
TDK's sales market has expanded rapidly. In the past five years, the average growth rate of overseas sales of TDK has reached 33%, and the average growth rate of domestic sales has reached 20%. TDK has become the king of the world audio-visual products industry.
4. Implement the development-oriented organizational structure and tap the connotation potential. TDK implements the organizational structure of business division system, which is subdivided into "next business division", "future business division" and "existing affairs"
Industry department "three parts. The existing business department is mainly responsible for the current production and profit of the enterprise, and the future business department will mainly study the future destiny of the group company. After forming a strategic decision, the next stage will be
The division will be completed gradually. In order to encourage employees to set up lofty aspirations and be proud of their work, the company has continuously reformed its organizational system and made large-scale job-hopping, so that the company is always in an exchange position.
For the transformation, a vigorous state. In order to create a cultural atmosphere, the environment of TDK production plant is required to be as beautiful as a garden, giving employees a fresh and pleasant feeling every day and making employees feel happy.
Love, beautiful environment. Only in this way can we give full play to our enthusiasm.
From the above cases, we can draw the following basic conclusions: corporate image is an important part of corporate marketing. A good corporate image can not only win the trust of the public, but also inspire people.
Staff morale is high, forming a good working atmosphere. A good corporate image is not only conducive to recruiting and retaining talents, but also conducive to promoting Excellence, pursuing progress and efficiency.
The ratio of entrepreneurial spirit. In addition, a good corporate image can not only enhance investors' goodwill and confidence, but also facilitate fund-raising, expand the visibility of the enterprise and expand the advertising effect.
Service strength, consolidate the foundation of the enterprise, make the business sales of the enterprise increase substantially, and expand the market share of the enterprise. To plan corporate image, we must first make clear the basic connotation of corporate image and do our best.
Although people's understanding of corporate image is very different, we believe that the so-called corporate image refers to the comprehensive reflection and external performance of corporate culture, and is the behavior, products and services of enterprises.
The pictures and shapes drawn in the minds of the public are all the views and comments made by the public on the enterprise with their own intuitive feelings. Corporate image planning is a creative activity, whether it is creation.
The means of meaning, or the theme expression of creativity, has a strong personality. But overall, planners should highlight the following aspects when planning corporate image.
Image in the public mind:
First of all, corporate image planning should highlight the environmental image. A beautiful and comfortable environment will enable people to make progress and be enterprising, so that employees have a love for the enterprise and do their best for the enterprise.
Faith in strength. For the outside public, a beautiful environment will leave a good impression on the corporate community public, especially commercial enterprises. Elegant decoration and comfortable shopping environment not only affect consumption.
Shoppers' visit rate to the store also affects consumers' shopping confidence.
Second, corporate image planning should highlight people's image. The quality of enterprise management has a great relationship with the personal image of managers. Mediocre managers can make prosperous enterprises decline and become excellent.
Managers can revive dying enterprises. A good manager image can increase the cohesion of enterprises and improve the enthusiasm of employees. The so-called enterprise manager image refers to the management of enterprises.
The ability, quality, courage, tolerance and business performance of the management group, especially the senior leaders, leave an impression on employees, business peers and the public. Enterprise personnel image planning should also include employee shaping.
Elephant. The so-called employee image is manifested in the technical quality, cultural level, professional ethics and appearance of employees in enterprises. Employees are the main body of labor in enterprises, and the image of employees directly determines the image of goods.
Establish corporate image.
Third, corporate image planning should highlight product image. The quality of product image directly determines the corporate image and even the fate of the whole enterprise. Product image can be expressed in many ways, but the set
Generally speaking, it is mainly manifested in the image of product quality, performance, trademark, modeling, packaging and name in the eyes of consumers and the public. From the marketing practice, enterprises in western developed countries
All industries attach importance to product image. From product naming, style selection, color matching and so on. We conducted a lot of market research in advance and solicited public opinions.
Positioning.
Fourth, corporate image planning should highlight the service image. Since the end of 1980s, enterprises in developed countries have started service marketing, and high-quality service is the guarantee to establish a good corporate image. Current market
The market competition is fierce, and service competition is increasingly placed in a prominent position to attract customers and surpass peer competition.
Fifth, planners must also highlight corporate identity in corporate image planning. In other words, the planner uses all designs that compete in the market and adopts an independent and unified visual image.
Through advertising and other media to spread, consciously create personalized visual effects, in order to better attract public attention, so that the visibility of enterprises continues to improve. The so-called unity is to affirm
Set a unified logo, standard words, standard colors, and run through all aspects of architectural design, clothing, packaging and so on. Recognition should also pay attention to independence, and the shaping of corporate image must be different.
Different independent personalities in other industries can only make the public feel the difference between this enterprise and other enterprises, and form a right through obvious differences between enterprises.
Strong impression of corporate characteristics.
In short, the unique role of corporate image in market competition has attracted the attention of entrepreneurs. Today, with the diversification of corporate culture, enterprises have to change their business philosophy and use deep-seated texts.
Only by competing for the commanding heights can we be in a favorable position in the market competition. Corporate image competition has become the most important part of corporate competitive strategy.