Corporate image is a scientific concept in recent decades. Refers to people's dynamic response to the actual situation of enterprises. The actual state of the enterprise referred to here includes economic strength, production scale, technical equipment, product quality, sales service, education and training, management level, promotion activities, visual signs and so on. Will spread to the public (including employees) through various channels and ways. As a result, the public will form a comprehensive impression of the enterprise, which is usually called the overall image of the enterprise.
There are two levels of corporate image: surface and deep. Surface layer refers to the external characteristics of enterprises that can be directly observed, such as product characteristics (quality, performance, modeling, price, packaging, etc.). ), factory appearance (equipment, environment, scale, etc. ), various activities of the enterprise (education and training, public relations activities, advertising, etc. ), as well as the manners, manners and manners of the operators. It profoundly reflects the cultural and spiritual outlook such as value orientation, enterprise spirit, management policy and professional ethics contained in the production and operation activities of enterprises. Deep characteristics determine the connotation of corporate image; Surface features determine the appearance of corporate image.
As we all know, corporate image plays a vital role in the development of enterprises, and a good corporate image will drive the overall development of enterprises; On the contrary, a damaged or insignificant corporate image will hinder the development of enterprises. So, how can we create a good corporate image? Personally, I think we should mainly consider the following two aspects:
1, strengthen advertising and public relations activities.
It can be said that this is an obvious psychological tactic. Advertising here not only refers to product promotion, but also includes the promotion of the enterprise itself. Nowadays, corporate image and marketing are interdependent, that is, a good corporate image can produce positive marketing effects; On the contrary, a bad corporate image will hurt sales. It is our consumers who play a restrictive role between corporate image and sales volume. If an enterprise can form a good image in the minds of consumers, it will have a positive psychological effect, thus promoting the occurrence of sales behavior. At this time, it is necessary to adopt the way of empathy, stand from the perspective of consumers, think about what consumers think, worry about their urgency, and do what they like. At the same time, we should plan advertising and public relations activities that meet their tastes, overcome their psychological defense lines, and let consumers have a sense of identity with the enterprise, so as to have a higher level of understanding of the image of the enterprise.
2. Strengthen employee education and training.
The image of an enterprise is not only maintained by products, but also driven by human factors within the enterprise. The image of each employee represents the image of the whole enterprise, and the high-quality talent team represents the high-quality enterprise spirit. Therefore, in order to create a good corporate image, it is necessary to strengthen the education and training of employees, including education and training in cultural level, professional skills, etiquette and morality.
Of course, there are many ways to shape corporate image, so I won't discuss them here. Speaking is secondary. The key is that every employee of the enterprise should sincerely identify with and attach importance to the image of the enterprise, and maintain the image of the enterprise as his own image, thus promoting the benign development of the enterprise.