Brand Internalization Diagnosis And Improvement Of Z Company

With the rapid development of the global economy,the competition of enterprises has shifted from product competition to more and more attention to brand competition,which brings about brand marketing in a big way.But then comes the growing dissatisfaction caused by the gap between consumers' commitment to brand and actual experience.For the reason,on the one hand,it comes from the rising expectations of consumers,but more importantly,the brand that focuses on customer satisfaction needs internalization management.How does the brand value of the enterprise be consistent with the enterprise culture,how to translate into the internalization framework through the high-level leadership and the enterprise operation mechanism,and how to translate into the employees' brand participation and brand participation through brand training,brand communication and brand motivation,is a subject that is well worth exploring in depth.Firstly,based on the literature review,this paper summarizes the connotation,classification and process of brand internalization,the components of brand internalization and the related research results of diagnostic scale,and finally forms the basic scale framework of brand internalization diagnosis.Secondly,this paper summarizes the overall situation and organizational structure of Z company,and focuses on the company's brand organizational structure.On the basis of the above analysis of the brand internalization model,this paper uses the mature model of the brand internalization questionnaire to conduct a survey of the status of the company's brand internalization.190 valid questionnaires were retrieved through the Questionnaire Star Software,and the data were pretreated and analyzed simply.In order to ensure the validity of the diagnosis,the reliability and validity of the data scale were further analyzed by SPSS software to confirm the consistency and validity of the questionnaire itself.On this basis,the article summarizes the various aspects of Z company's brand internalization through descriptive statistics.According to the diagnostic results,this paper confirms the three main weaknesses of Z company brand internalization,followed by Corporate Brand Motivation,Corporate Brand Training and InternalOrganizational Communication.Thirdly,according to the three aspects of Corporate Brand Motivation,Corporate Brand Training and Internal Organizational Communication put forward in the previous chapter,combined with literature research and the actual situation of the company,the improvement measures are proposed.The end of this paper summarizes the conclusions of the study,clarify the theoretical contributions and management implications of research results,and then introduce the lack of research and the outlook of the follow-up study.