Research On The Construction And Communication Of Brand Image Of Medium-sized Enterprise

In the 21st century, brand image is very important to enterprise's development. Large enterprises as a forerunner, their brand image strategies have been more mature than medium-sized enterprises. Along with so many external environments, brand image has become a measure of survival strength for an enterprise. The importance of the standard for sustainable-development potential and product-sales ability, as a medium enterprise, how to stand out, how to integrate its brand image, the construction, fine distinctive brand personality, and the mode of transmission through reasonably, which effectively up front and in public, in order to expand the brand visibility and influence, become the key to victory in the market.This paper will focus on the brand image construction, and related issues and how to spread its affections for medium enterprise; literature study, case study and investigation are referred to this paper, and the method of combining qualitative and quantitative two ways to deepen our understanding of the enterprise brand image construction and its propagation analyzed and discussed. First to existing about enterprise brand and image related research literature was summarized and analyzed, grasp this issue for the research paper, the logic and skeleton lay a theoretical basis; case studies Secondly, choose case study method, selected as JinYu real estate group case, this paper explores the group in the enterprise brand image construction and spread the efforts of the relevant theory, use these methods; comments In addition, using investigation method, through quantitative data index to the JinYu real estate group enterprise brand image construction and spread of the achievements and problems.In this paper the medium-sized enterprises, analyzes the advantages and disadvantages in a medium-sized enterprise organization structure and management, profitability, production management way, technology, social employment and market, and the advantages of the financing difficulty, poor management, lack of human resource, lack of cooperation opportunities, market competitiveness aspects; the inferiority of weak Two big influence brand image brand influence -- real state and brand propagation force is analyzed and the relationship between the two discussed deeply; Analysis points out the medium-sized enterprise brand image construction and spread to the urgency of and important meaning; Through the analysis, this paper concluded that the construction of medium enterprise brand image and the focus of important aspects, explore the medium-sized enterprise image construction strategy, these strategies including brand image construction tools - CIS introduction and application analysis, and medium-sized enterprise brand image construction management, culture, events, advertising, services strategy; In addition, also analyzes medium-sized enterprise brand image communication main patterns and strategies.This paper JinYu real estate group brand image construction and spread through the case analysis. Bell model is first used to carry on the questionnaire survey to public, in order to JinYu brand image for scientific evaluation. Then trying to find JinYu brand image of the existing problems in deep reason questionnaires were filled by JinYu internal employees, Finally, combined with stated above are JinYu itself JinYu brand image construction and the spread of some strategies.I hope these research results can be a guide for the construction of our medium-sized enterprise image, and make efforts to development of a medium-sized enterprise...