新桂商企业品牌形象塑造研究

Research on the Enterprises Brand Image Shaping of New Guangxi

摘要: 新桂商企业作为广西商业发展的新势力，为广西经济发展做了不可忽视的作用。由于新桂商企业发展还不够成熟，在企业品牌形象塑造方面还存在着一些问题：企业品牌形象塑造的认识不足，对移动互联网时代的企业品牌形象塑造了解不深，对于企业家形象、企业社会责任与企业品牌形象塑造还不够，还没有找到自己的特色之路。本文通过对新桂商企业品牌形象塑造的现状进行了分析，并对新桂商企业品牌形象塑造提出了建议。新桂商企业应尽早进行CIS企业品牌形象设别系统的构建；充分发挥移动互联网时代的优势，使企业品牌形象更深入人心；塑造良好的企业家形象和企业社会责任形象；品牌塑造应打造广西特色。

Abstract: As a new force in Guangxi’s commercial development, new Guangxi enterprises have played an important role in Guangxi’s economic development. As the development of new Guangxi enterprises is not mature, there are still some problems in brand image building: insufficient understanding of brand image building, insufficient understanding of brand image shaping in the era of mobile Internet, insufficient knowledge of entrepreneur image, corporate social responsibility and brand image building, and no way to find its own characteristics. This paper analyzes the current situation of brand image shaping and proposes suggestions for brand image shaping of enterprises in new Guangxi. New Guangxi enterprises should carry out the construction of CIS enterprise brand image setting system as early as possible, give full play to the advantages of the mobile Internet era to make the enterprise brand image more deeply rooted in people’s hearts and shape a good entrepreneurial image and enterprise social responsibility image. Brand shaping should create Guangxi characteristics.