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琳琅满目的商品是由企业生产出来的,是企业形象的缩影。而企业若要在市场中树立自己独特的形象,必然会推出能够反映企业文化的商品。于是,风格化商品就成为企业形象中一种文化战略应运而生。因此可以说,当企业真正把企业形象战略提上日程时,风格化商品也就随之而现了。企业形象的文化战略是指企业通过自觉的形象策划活动,使社会公众认识、认同企业的经营理念及经营行为的系统策略。企业形象的文化战略兴起于50年代的美国,60年代的中期盛行于日本。随着市场经济的发展,原先直接宣传,推销产品的方式已不适应需要。越来越多的企业开始认识到:如果具有良好的知名度和美誉度,就会给社会公众一个良好、亲切的形象,一种亲切的感觉,这是打入市场,让消费者接受产品的有效途径。
An array of products produced by the enterprise is a microcosm of corporate image. The enterprise to establish their own unique image in the market, will inevitably introduce products that reflect the corporate culture. As a result, the stylized commodity has become a corporate culture in the cultural strategy came into being. Therefore, it can be said that when the real corporate image strategy put on the agenda, the stylized goods will follow. Corporate Culture Strategy refers to the corporate image through conscious planning activities to enable the public to understand and agree with the business philosophy and business activities of the system strategy. The cultural strategy of corporate image emerged in the 1950s in the United States and prevailed in Japan in the mid-1960s. With the development of market economy, the original methods of direct marketing and product marketing are no longer suitable for the needs. More and more enterprises are beginning to realize that if they have a good reputation and reputation, they will give the public a good and friendly image and a kind feeling, which is to enter the market and make consumers accept the products effectively. way.