Research For Effectiveness Of Promoting Brand Image Using Enterprise Portal

Favorable corporate image is the booster for business development. With the high speed growth of Internet, numerous domestic enterprises launched the enterprise portals and eventually expanded the branding to web media. The variance of branding effect on the website and paper turned into a new focus of business image development.In this article, it is adopting Bell brand image evaluation model as empirical research. With marketing research in three targeted enterprise (Haier, Mengniu, and Li Ning), test the cognitive brand image of these three enterprise in public in between enterprise portal and traditional newspapers, to find out these two media impacts in the strengths and weaknesses of brand image.The result shows:the branding effect on the paper media is more remarkable than the enterprise portal. By further analyzing the experiment data, the reasons supporting the above result could be:the media credibility of paper is greater than the enterprise portals; the picture and word only formation is subject to favorable information reception than multimedia; 360 degree news report is more beneficial to the corporate image shaping and propagation; Word is more effective to the audience recognition. This article also through systematic comparison finds out:paper media is advanced on the broadcasting of "corporate image" and "product/service image", however, on the"user image" aspect is less efficient than the enterprise portal.For the purpose of effective media selection and maximizing branding effect, article based on the contemporary enterprise portal construction status, made several feasible recommendations. One aspect is borrowing the traditional media's resource and mode to enhance the disadvantages:for example, improving the credibility of enterprise portal; improving the depth of report in the website; emphasis word and picture combination on the web design; highlights corporate social responsibility and charity reports etc. Another aspect is fixing the websites weakness in the research revealed, improving self-construction:for instance, integrate media resource, adding paper column; increasing interaction by the assisting of New Media; enrich the product web appearance; adding key words search; expand web store resource and delivery area etc.