企业形象营销问题研究论文.doc

企业形象营销的问题研究 摘 要 上世纪五十年代后，企业形象战略CIS在市场经济发达的美国、日本等国家得到较广泛的运用；八十年代中期传入我国大陆，然而，把形象塑造与市场营销相结合，形成形象营销，其理论研究还不多见。本文通过初步的研究分析，提出了形象营销的概念。企业形象营销是通过塑造良好的企业形象赢得社会公众尤其是消费者信任喜爱，而乐意接受企业并购买其产品的营销方法。论文论述了形象营销的特征及作用，尝试以企业形象、产品形象、服务形象等为主体构建形象营销体系，并提出了企业形象营销的运作模式。企业形象营销的研究，对“大市场营销”理论“6PS组合”的“公共关系”进行了深化和具体化，把CIS理论与市场营销相结合，拓宽了市场营销研究领域，这一营销方法的运用，为企业提升营销业绩，长久健康发展找到了一条新的途径，也为扩大内需和企业参与国际竞争提供了新的方法。 On the corporate image marketing Abstract After 1950’s last century, CIS(Corpora?e Identity System) was used widely in market economy developed country like America Japan and so on. In the middle’s of 1980’s , it was spreaded into our mainland. However, formed image was combined with marketing that formed image marketing, then it’s theory study was not more seen. Though preliminary study and analysis, this article produced the idea of image marketing, then it’s theory study was not more seen. Though preliminary study and analysis, this article produced the idea of image marketing. Corporate image marketing is marketing method that win popular trust and fondness especially the consumers, and they are like to accept the corporate and purchase the products by forming a good corporate image. Thesis discusses the feature and function of image marketing, attempted that regard corporate image production image and service as main part to build image marketing system, and put forward operating model of corporate image marketing. Corporate image marketing study took the public relations of the “Megamarketing” theory 6ps combination deepen and concretely, combined CIS theory and marketing, extended the field of the marketing study. To use the method marketing achievement steadily permanently development, and supply a new method for corporate to extend inner demand and attend international competition .Key Words: corporation image marketing； image marketing system； operating model 目 录 摘 要 I Abstract II 1 前言 1 1.1 本研究的目的与意义 1 1.2 国内外研究文献综述 1 1.2.1 国内研究综述 1 1.2.2 国外研究综述 2 1.3 本文研究的主要内容 3 2 企业形象营销的相关理论 4