企業(yè)形象營(yíng)銷的問(wèn)題研究大學(xué)本科畢業(yè)論文

1、企業(yè)形象營(yíng)銷的問(wèn)題研究企業(yè)形象營(yíng)銷的問(wèn)題研究摘要上世紀(jì)五十年代后，企業(yè)形象戰(zhàn)略CIS在市場(chǎng)經(jīng)濟(jì)發(fā)達(dá)的美國(guó)、日本等國(guó)家得到較廣泛的運(yùn)用；八十年代中期傳入我國(guó)大陸，然而，把形象塑造與市場(chǎng)營(yíng)銷相結(jié)合，形成形象營(yíng)銷，其理論研究還不多見(jiàn)。本文通過(guò)初步的研究分析，提出了形象營(yíng)銷的概念。企業(yè)形象營(yíng)銷是通過(guò)塑造良好的企業(yè)形象贏得社會(huì)公眾尤其是消費(fèi)者信任喜愛(ài)，而樂(lè)意接受企業(yè)并購(gòu)買其產(chǎn)品的營(yíng)銷方法。論文論述了形象營(yíng)銷的特征及作用，嘗試以企業(yè)形象、產(chǎn)品形象、

2、服務(wù)形象等為主體構(gòu)建形象營(yíng)銷體系，并提出了企業(yè)形象營(yíng)銷的運(yùn)作模式。企業(yè)形象營(yíng)銷的研究，對(duì)“大市場(chǎng)營(yíng)銷”理論“6PS組合”的“公共關(guān)系”進(jìn)行了深化和具體化，把CIS理論與市場(chǎng)營(yíng)銷相結(jié)合，拓寬了市場(chǎng)營(yíng)銷研究領(lǐng)域，這一營(yíng)銷方法的運(yùn)用，為企業(yè)提升營(yíng)銷業(yè)績(jī)，長(zhǎng)久健康發(fā)展找到了一條新的途徑，也為擴(kuò)大內(nèi)需和企業(yè)參與國(guó)際競(jìng)爭(zhēng)提供了新的方法。關(guān)鍵詞：關(guān)鍵詞：企業(yè)形象營(yíng)銷；形象營(yíng)銷體系；運(yùn)作模式企業(yè)形象營(yíng)銷的問(wèn)題研究II目錄摘要..............

3、...................................................................................................................................IAbstract................................................................................

4、..............................................................II1前言................................................................................................................................................11.1本研究的目

5、的與意義.............................................................................................................11.2國(guó)內(nèi)外研究文獻(xiàn)綜述..............................................................................................

6、...............11.2.1國(guó)內(nèi)研究綜述................................................................................................................11.2.2國(guó)外研究綜述.....................................................................

7、...........................................21.3本文研究的主要內(nèi)容.............................................................................................................32企業(yè)形象營(yíng)銷的相關(guān)理論..........................................

8、..................................................................42.1企業(yè)形象營(yíng)銷的含義.............................................................................................................42.2企業(yè)形象營(yíng)銷的特征...................

9、..........................................................................................42.3企業(yè)形象營(yíng)銷的作用.............................................................................................................52.4企業(yè)形象

10、營(yíng)銷的發(fā)展歷程.....................................................................................................63我國(guó)企業(yè)形象營(yíng)銷現(xiàn)狀及存在的問(wèn)題........................................................................................73.1我國(guó)

11、企業(yè)形象營(yíng)銷的現(xiàn)狀.....................................................................................................73.2我國(guó)企業(yè)形象營(yíng)銷中存在的問(wèn)題.........................................................................................73.

12、2.1企業(yè)形象塑造認(rèn)識(shí)不明確............................................................................................73.2.2對(duì)企業(yè)形象營(yíng)銷忽視整體建設(shè)....................................................................................83.2.3企業(yè)形象塑

13、造缺乏連續(xù)性和長(zhǎng)期性............................................................................84我國(guó)企業(yè)形象營(yíng)銷存在問(wèn)題的原因分析..................................................................................104.1企業(yè)形象策劃中盲目效仿缺乏創(chuàng)意.............

14、......................................................................104.2企業(yè)形象塑造中一味追求轟動(dòng)缺乏底蘊(yùn)...........................................................................104.3企業(yè)形象塑造目光短淺忽略長(zhǎng)遠(yuǎn)..................................

15、.....................................................115解決企業(yè)形象營(yíng)銷中存在的問(wèn)題的具體措施..........................................................................135.1提高產(chǎn)品質(zhì)量............................................................

16、...........................................................135.2重視社會(huì)公眾的感受...........................................................................................................135.3增強(qiáng)塑造企業(yè)形象意識(shí).........................

17、..............................................................................145.4提高企業(yè)知名度和美譽(yù)度...................................................................................................14參考文獻(xiàn).....................

18、.....................................................................................................................16致謝...................................................................................................