企业形象营销的问题研究-PAGEII-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。关键词：企业形象营销；形象营销体系；运作模式OnthecorporateimagemarketingAbstractAfter1950’slastcentury,CIS(CorporaeIdentitySystem)wasusedwidelyinmarketeconomydevelopedcountrylikeAmericaJapanandsoon.Inthemiddle’sof1980’s,itwasspreadedintoourmainland.However,formedimagewascombinedwithmarketingthatformedimagemarketing,thenit’stheorystudywasnotmoreseen.Thoughpreliminarystudyandanalysis,thisarticleproducedtheideaofimagemarketing,thenit’stheorystudywasnotmoreseen.Thoughpreliminarystudyandanalysis,thisarticleproducedtheideaofimagemarketing.Corporateimagemarketingismarketingmethodthatwinpopulartrustandfondnessespeciallytheconsumers,andtheyareliketoacceptthecorporateandpurchasetheproductsbyformingagoodcorporateimage.Thesisdiscussesthefeatureandfunctionofimagemarketing,attemptedthatregardcorporateimageproductionimageandserviceasmainparttobuildimagemarketingsystem,andputforwardoperatingmodelofcorporateimagemarketing.Corporateimagemarketingstudytookthepublicrelationsofthe“Megamarketing”theory6pscombinationdeepenandconcretely,combinedCIStheoryandmarketing,extendedthefieldofthemarketingstudy.Tousethemethodmarketingachievementsteadilypermanentlydevelopment,andsupplyanewmethodforcorporatetoextendinnerdemandandattendinternationalcompetition.KeyWords:corporationimagemarketing；imagemarketingsystem；operatingmodel目录TOC\o"1-3"\h\z\uHYPERLINK\l"_Toc358124947"摘要PAGEREF_Toc358124947\hIHYPERLINK\l"_Toc358124948"AbstractPAGEREF_Toc358124948\hIIHYPERLINK\l"_Toc358124949"1前言PAGEREF_Toc358124949\h1HYPERLINK\l"_Toc358124950"1.1本研究的目的与意义PAGEREF_Toc358124950\h1HYPERLINK\l"_Toc3581249