上書房信息咨詢開展企業(yè)形象研究
企業(yè)形象研究是對企業(yè)在市場中的品牌形象、聲譽和知名度進行評估和分析的一項研究活動。它旨在了解消費者、利益相關(guān)方和市場對企業(yè)的看法和態(tài)度，并幫助企業(yè)識別和改善其在公眾心目中的形象。
企業(yè)形象研究通常包括以下內(nèi)容：
1.品牌認知和知名度：評估消費者對企業(yè)品牌的認知水平和知名度。了解消費者對品牌名稱、標志、口號和關(guān)聯(lián)產(chǎn)品的熟悉程度。
2.品牌形象評估：評估企業(yè)品牌在消費者心目中的形象和印象。了解消費者對品牌的感受、關(guān)聯(lián)價值觀和品牌個性的認知。
3.聲譽評估：評估企業(yè)在消費者和利益相關(guān)方中的聲譽和信譽。了解消費者對企業(yè)的信任程度、企業(yè)的社會責任感以及企業(yè)的道德和倫理標準的認知。
4.競爭分析：比較企業(yè)與競爭對手的形象和聲譽。了解競爭對手在市場中的優(yōu)勢和劣勢，以及如何與其區(qū)分開來。
5.市場調(diào)研：通過調(diào)查、焦點小組討論和深度訪談等方法，收集消費者、利益相關(guān)方和市場對企業(yè)形象的觀點、偏好和反饋。
6.媒體分析：評估媒體對企業(yè)形象的報道和曝光。了解媒體對企業(yè)的報道傾向、輿論影響和企業(yè)形象的塑造。
企業(yè)形象研究的目的是幫助企業(yè)了解其在市場中的形象，發(fā)現(xiàn)潛在的問題和機會，并制定相應(yīng)的品牌管理和溝通戰(zhàn)略。通過積極管理企業(yè)形象，企業(yè)可以增強品牌認知度，提升消費者信任，提高市場競爭力，并增強企業(yè)的長期發(fā)展和可持續(xù)性。
本文由上書房信息咨詢（SSF）出品，歡迎轉(zhuǎn)載，請注明出處。中國獨立第三方調(diào)研機構(gòu)上書房信息咨詢開展消費者調(diào)查已有十五年之久，成功服務(wù)超過百家企業(yè)，從顧客感知、服務(wù)界面表現(xiàn)、企業(yè)內(nèi)部管理三個維度進行全面的測量和評估，確定服務(wù)短板，并對其進行系統(tǒng)分析，提出量化的、可操作性的改進措施，從而穩(wěn)步提升客戶滿意度。通過流動攔截訪問、定點攔截訪問、入戶訪問、網(wǎng)絡(luò)調(diào)查、電話訪問等形式為客戶提供專業(yè)的消費者調(diào)查，完成產(chǎn)品研究調(diào)查案例8,000例，采集有效樣本超過5,000,000份，具有強大的專業(yè)能力，收獲了客戶的眾多好評。
深圳獨立第三方評估公司上書房信息咨詢（SSF）采用經(jīng)驗豐富的質(zhì)控員對每一位訪問員提交的現(xiàn)場記錄資料進行甄別與篩選。通常，一個全國性的委托項目會設(shè)置8-10名督導，他們統(tǒng)一向1名項目總監(jiān)匯報日常工作。深圳專業(yè)第三方市場調(diào)研公司上書房信息咨詢在2022年服務(wù)客戶超過100家，包含了寫字樓、產(chǎn)業(yè)園區(qū)、住宅、上海第三方滿意度測評、景區(qū)滿意度調(diào)查、滿意度調(diào)查問卷、深圳教育工作公眾滿意度調(diào)查、深圳市場調(diào)查咨詢公司、廣州醫(yī)院滿意度測評、成都窗口滿意度測評、滿意度調(diào)查報告、佛山市場調(diào)查、深圳市場調(diào)查、無錫市場調(diào)查公司、內(nèi)部員工滿意度調(diào)查公司、社會滿意度調(diào)查、北京專業(yè)市場調(diào)查、上海小區(qū)業(yè)主滿意度調(diào)查等多種類型，調(diào)查項目覆蓋了國內(nèi)160余個城市。
Research on Corporate Image
Research on corporate image involves evaluating and analyzing the brand image, reputation, and visibility of a company in the market. It aims to understand the perceptions and attitudes of consumers, stakeholders, and the market towards the company and helps identify and improve its image in the public's eye.
Research on corporate image typically includes the following elements:
1.Brand awareness and recognition: Assessing consumers' level of awareness and recognition of the company's brand. Understanding consumers' familiarity with the brand name, logo, slogan, and associated products.
2.Brand image evaluation: Assessing the perception and impression of the company's brand in the minds of consumers. Understanding consumers' feelings, associated values, and perceptions of the brand personality.
3.Reputation evaluation: Assessing the company's reputation and credibility among consumers and stakeholders. Understanding consumers' level of trust, the company's sense of social responsibility, and perception of its ethical and moral standards.
4.Competitive analysis: Comparing the company's image and reputation with its competitors. Understanding the strengths and weaknesses of competitors in the market and how to differentiate from them.
5.Market research: Collecting consumer, stakeholder, and market opinions, preferences, and feedback on the company's image through surveys, focus group discussions, and in-depth interviews.
6.Media analysis: Evaluating media coverage and exposure of the company's image. Understanding media biases, the influence of public opinion, and how the media shapes the company's image.
The purpose of researching corporate image is to help companies understand their image in the market, identify potential issues and opportunities, and develop corresponding brand management and communication strategies. By actively managing corporate image, companies can enhance brand awareness, build consumer trust, improve market competitiveness, and strengthen long-term development and sustainability.
