企业品牌形象的塑造与管理研究

Research of enterprise brand image construction and management

根据企业品牌形象的内在与外在要素的理论分析,提出塑造与管理企业品牌形象的战略意义。重点从企业在消费者、市场、社会等多角度出发研究品牌形象的塑造过程与管理方法,为企业提供有效的竞争机制,使企业在竞争中取得优势并逐渐发展壮大,从而使企业充满活力与竞争力。

According to the theoretical analysis of the intrinsic and external factors of enterprise brand image, the paper proposes the significance in the construction and the management of enterprise brand image. The key lies in the research of brand image construction process and the management from the perspectives of consumer, market and society to provide the effective competitive system for the enterprise, making the enterprise have the advantages in the competition.