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品牌形象管理是当今企业推行品牌战略时的关键,它对于加强公众关系、提高品牌销量具有重要意义。品牌形象调查是了解品牌形象的手段,是我们塑造提升品牌形象的第一步,也是最关键的一步。在品牌形象调查前,建议根据调查的动机与目标设定出调查范围与调查对象,在此基础上,通过对品牌形象测评模型的演绎运用,关联出品牌形象构成要素进行问卷设计与调查、结果统计,对数据进行分析即可得到调查结论,最终用以指导品牌的经营管理。在调查中如何把控各构成要素的强弱关系,找到关键因素,是品牌形象提升塑造成功与否的关键,也就是衡量调查成功与否的标准。
Brand image management is the key to the brand promotion in today’s enterprises. It is of great significance to strengthening public relations and improving brand sales. Brand image survey is to understand the brand image means that we shape the first step to enhance brand image, but also the most crucial step. Before the investigation of the brand image, it is suggested to set the survey scope and the investigation target according to the motivation and goal of the investigation. Based on this, through the deduction and application of the brand image evaluation model, the questionnaire design and investigation are linked with the brand image elements. The result Statistics, data analysis can be the conclusion of the investigation, and ultimately to guide the brand management. How to control the relationship between the strength of the constituent elements in the survey and find the key factor is the key to the success or failure of brand image enhancement, that is, a measure of the success of the investigation.