On the basis of impression, people's judgment is added, and then form the public attitude with intrinsic, tendency and relative stability, and the majority of people's affirmative or negative attitude to form public opinion. Public opinion through the mass media and other means (such as people's conversations, expressions, etc.) repeatedly act on the human brain, and finally affect human behavior. There are good and bad corporate image, when the enterprise has a good corporate image in the public, consumers are willing to buy the enterprise's products or accept its services; on the contrary, consumers will not buy the enterprise's products or accept its services. Good or bad corporate image can not be generalized, most people think that a company is very good, there may be some other people feel very bad, and this bad image will determine that he (she) will not accept the enterprise's products or services. Nothing can be perfect, therefore, we must grasp the main aspects of the conflict here, from the overall understanding and grasp the corporate image.
Categorization
There are many ways to categorize corporate image, according to different classification standards, corporate image can be divided into the following categories;
Internal and external corporate image
This is divided into the internal and external manifestations of the enterprise, just as we observe a person, there is an internal temperament and external appearance, body type, the same corporate image, there is also a distinction. The same distinction applies to corporate image. Internal image mainly refers to the unseen and untouchable parts such as enterprise goal, enterprise philosophy, enterprise spirit and enterprise culture, which is the core part of enterprise image. External image refers to the name of the enterprise, trademarks, advertising, plant, factory song, product appearance and packaging, ceremonies, public activities and other visible and audible part of the inner image of the external performance.
Enterprise real image and virtual image
This is divided according to the subjective and objective attributes. Real image can also be called objective image, refers to the actual concept, behavior and material form of the enterprise, it is not based on human will for the transfer of the objective existence. Such as the scale of production and operation of enterprises, product and service quality, market share, production value and profit, etc., all belong to the enterprise's real image. Should state image is the users, suppliers, partners, internal staff and other business relations on the overall subjective impression of the enterprise, is the real image through the communication media and other channels to produce the image, as if we go from the mirror to observe an object, get the virtual image.
Internal image and external image
This is divided according to the range of recipients. External image is the social public other than employees to form the perception of the enterprise, we generally said that the corporate image is mainly refers to this external image. Internal image refers to the enterprise's employees to the enterprise's overall feeling and understanding. As employees in the enterprise, they can not only feel the external attributes of the enterprise, but also fully feel the spirit of the enterprise, ethos and other internal attributes, conducive to the formation of a more full and in-depth corporate image; but if there is a lack of internal communication, employees tend to focus on the local face can not see the full image of the enterprise, quite "do not know the real face of Mount Lu back"! feeling. We believe that the internal image of a smaller range of recipients, but the role is very large, and external image has the same important position, must not be ignored.
Positive image and negative image
This is in accordance with the public's evaluation of the different attitudes to the division: the public's recognition of the corporate image or affirmation of the part of the positive image, the part of the resistance or negative is the negative image. Any enterprise's corporate image is composed of both positive and negative aspects, in other words, the corporate image should be divided into two, the public in any sensible individual will see both the positive image of the enterprise, but also see the negative image of the enterprise. For enterprises, on the one hand, we should strive to expand the positive image, on the other hand, we should strive to avoid or eliminate the negative image, both aspects are equally important, because often it is not the positive image of the decision to buy a certain enterprise products or accept a certain service, but the negative image must make them refuse to buy the enterprise products and accept its services.
Enterprise direct image and indirect image
This is based on the public access to corporate information media channels to divide: the public through direct contact with an enterprise's products and services, formed by personal experience of the enterprise's image is a direct image, and through the mass media or through other people's personal experience of the enterprise's image is an indirect image. This division of corporate image is very important, if a user in the purchase of a commodity to see the crude packaging, backward design, try this also has a problem, that is not as good, no matter what others tell him how good this product, how good this enterprise, he must not go to buy, because the direct image is more than the indirect image of the entire corporate image can be determined. Some companies think that the establishment of corporate image can only rely on advertising, and do not pay attention to improve product quality and service level, is only to see the indirect image and ignored the direct image.
Enterprise dominant image and auxiliary image
This is based on the public's attention to the corporate image of the degree of factors to be divided: the public's most concerned about the corporate image because of the water constitutes the dominant image, and other general factors constitute the auxiliary image. For example, the public is most concerned about the quality of television (image, color, sound quality, etc.) and price (whether fair and reasonable), and thus the quality and price of television sets constitute the dominant image of the television factory, while the television factory's corporate philosophy, the quality of the staff, the size of the enterprise, the factory environment, whether to sponsor public welfare and so on constitutes the auxiliary image of the enterprise. Corporate image by the dominant image and auxiliary image **** with the composition of the nature of the corporate image is to determine the dominant image; auxiliary image of the dominant image has an impact on the role of the dominant image, but also under certain conditions can be realized with the dominant image of mutual transformation.
Subsystem of corporate image [back to contents]
The composition of corporate image is very complex, but we can summarize it into three levels, namely, conceptual image, behavioral image and visual image.
Corporate Conceptual Image
--It is a subsystem of corporate image composed of spiritual factors such as corporate philosophy, corporate purpose, corporate spirit, corporate development goals, business strategy, corporate morality, corporate ethos and so on.
Corporate Behavioral Image
--It is a corporate image subsystem composed of factors such as employee quality, corporate system, and behavioral norms that are manifested in internal and external production and operation management as well as non-production and operation activities of the corporate organization and its members. Internal behavior, including staff recruitment, training, management, assessment, rewards and punishments, the management system, the development and implementation of the responsibility system, corporate customs and habits, and so on; external behavior, including purchasing, sales, advertising, finance, public welfare and other public **** relations activities.
Enterprise visual image
-is the enterprise image subsystem consisting of the enterprise's basic logo and application of the logo, product appearance and packaging, factory appearance, machinery and equipment. Among them, the basic logo refers to the enterprise name, logo, trademark, standard word, standard color, the application of the logo refers to the symbolic patterns, flags, clothing, slogans, signboards, mascots, etc., factory appearance refers to the natural environment of the enterprise, stores, windows, offices, workshops and their design and layout.
In the three subsystems of corporate image, conceptual image is the deepest and most core part, which is also the most important, and it determines the behavioral image and visual image; visual image is the most external and easy to show, it and behavioral image are the carrier of the conceptual image and the externalization of the conceptual image; behavioral image is in between the two above, which is an extension of the conceptual image and carrier, and is the condition and foundation of the visual image. Behavioral Image If the corporate image is compared to a person, the conceptual image is his mind, the behavioral image is his limbs, and the visual image is his face and body.
Means of expression[Back to contents]
Means of expression of corporate image mainly include the following aspects:
Material image
This refers to the physical form that reflects the spiritual culture of the enterprise, rather than the material itself. For example, the enterprise's store logo, store flag, trademarks and specific store decoration, layout and so on can reflect the personality and spirit of the enterprise's intuitive image.
Personality image
Here also does not mean that people's innate conditions, but refers to the performance of the enterprise personnel from the acquired learning to treat people and work on the behavioral attitude.
Management image
It refers to the manifestation of management behavior. Such as organizational form, work procedures, shift handover system, rewards and punishments, leadership and command methods and so on.
Etiquette etiquette
It refers to the polite format of interpersonal relations in the enterprise and the norms of etiquette at celebratory gatherings.
Social public welfare image
Service to the community and sponsorship of public welfare undertakings, including support for the care of culture and education, scientific research, charity, health and other causes of the specific performance.
Establish good enterprise image [back to contents]
Enterprise to establish good image in social public, firstly, rely on their own internal strength - provide excellent products and services for society; Secondly, also rely on enterprise's real communication - -Through a variety of means of publicity introduced to the public to introduce, publicize themselves, so that the public understand familiar, deepen the impression. Public **** relations to establish corporate image of the task, mainly reflected in the inner spirit of the enterprise and the appearance of the image of these two aspects.
Innerior Spirit
Innerior Spirit refers to the enterprise's spiritual style, temperament, is a comprehensive expression of corporate culture, which constitutes the spine and skeleton of the corporate image. It consists of the following three aspects:
①The spirit of innovation. This is every enterprise should have, and is very important. That is to say, each enterprise should adapt to the needs of the market economy, the courage to explore, the courage to innovate, that is, with the development of society, changes in the environment, the need for activities and different public objects, and constantly on the content and form of public **** relations activities to supplement, improve and innovate, so that it is richer, more distinctive, more attractive. This requires public **** relations personnel (especially the senior responsible person) with keen insight, positive thinking, rich imagination and good knowledge structure, as well as good psychological quality, fearless spirit of exploration and active inspiration and so on.
②Positive social outlook and values. Enterprises should have their own social philosophical outlook, not only in marketing activities to establish a good image of citizenship, but also to care about social issues, concern for the public welfare of society, so that enterprises in their own development at the same time also benefit the people and society. Modern enterprises not only to engage in production and operation activities, to obtain profits, but also need to assume certain social responsibilities and social obligations, to show that the enterprise is a member of the social family, to contribute to the development of society. Doing so will not only be conducive to the progress and prosperity of society, but also win the general goodwill of the public for the enterprise. Therefore, the enterprise in carrying out external public **** relations work, should be to improve the social welfare activities, to provide more services for the community as an important element.
3 honest and fair attitude. Enterprises should abide by the law, buy and sell fairly and serve well. This honest, decent competitive attitude and business style is the root of the corporate image.
Exterior image
Establishment of corporate image is mainly dependent on the inner spirit of the quality of the manifestation, but also thanks to the public **** relationship with the careful design. This requires public relations personnel good use of some easy to disseminate, easy to remember the symbolic mark, so that people are easy to recognize in a multitude of things, in order to deepen the external public impression of the enterprise.
①Enterprise name. Some people believe that this is the first step in establishing the corporate image. In business, there is an old saying that "selling signboards", because the signboards have a certain impact on the consumer's psychology, and it will even affect the business results. In the pre-liberation, some of the enterprises in old China is very concerned about this, it is a set of muttering, identification, training, should be right in one of a shrinking of the advertisement. So the name of the enterprise should be like the name of a person with a number of preoccupations, and easy to understand and remember, fresh and eye-catching, profound meaning; to avoid the kind of empty, boring, conceptualized and featureless name. Some enterprises with brand-name products have the consciousness of the product brand and enterprise name unification, can also receive the effect of complementing each other. For example: the United States Coca-Cola Company and its Coca-Cola beverages; Beijing Clothing Factory three production of the Great Wall brand raincoat to create a brand, it was renamed the Great Wall raincoat factory, so that the publicity of the Great Wall brand raincoat, not only to improve the credibility of the product, but also correspondingly deepen the people's impression of the enterprise.
②Corporate advertising. This is a means of appeal, everything should be to deepen the public impression of the main, it should mobilize all the factors to influence the public on the subjective choice of information issued by the enterprise's intention. This kind of publicity enterprise's own public **** relationship advertising, to be more difficult to achieve success than product advertising. It requires that the characteristics of the advertisement and the characteristics and image of the enterprise, and should be appropriate in a certain tone to repeat, and constantly changing the content and form, in order to seek the freshness of the message, but at the same time do not leave a fixed theme. In short, it is necessary to achieve such an effect, that is, a sense of déjà vu, but at the same time had to be impressed.
3 corporate logo. It is a part of modern design which includes trademarks and logos of organizations. Because it has easy to recognize, remember, appreciate and produce the characteristics, and thus play a pivotal role in guaranteeing the credibility, establish the image, and strengthen the communication. It is a part of the good image of the enterprise and an intangible property of the enterprise, whose value can be estimated. Therefore, enterprises can design distinctive logos as their own symbols, with unique artistic ideas to leave a good impression, in order to deepen the public perception of the purpose.
4 representative color. It has been pointed out in psychology that color plays an important role in perception. An enterprise can choose a certain fixed color tone, used in all aspects of the enterprise and external communication, such as offices, stores, packaging systems, advertising, work clothing, etc., to form a unique style of the enterprise, thus deepening the public perception of the impression in the psychological.
⑤Environmental facilities. This is particularly important in commercial enterprises. Commercial enterprises comfortable and beautiful environmental layout, advanced business facilities can physiologically and psychologically affect the customers and employees themselves, and then directly affect the business results.
In short, the content of the corporate image is comprehensive, it is not only the image of the enterprise products, but also the performance of the overall culture of the enterprise, involving more factors. Thus, as the image design of the public **** relations department, should take full account of the characteristics of the enterprise itself, as well as the public's psychological needs, interests and habits, scientific planning and design to ensure that the corporate image is both perfect, and at the same time, distinctive and unique.