家居企业形象策划研究--以宜家家居为例  

Research on the Planning of Home Furnishing Enterprise Image--Taking IKEA as an Example

作　　者：康健 KANG Jian(Guizhou Normal University)

机构地区：[1]贵州师范大学

出　　处：《商展经济》2021年第13期88-90,共3页Trade Fair Economy

摘　　要：企业形象策划是对品牌定位进行精准评估之后,所进行的营销策划的一部分。优秀的企业形象策划,会帮助企业获得新客户,留住老客户,是帮助企业打好形象牌、情感牌的关键因素。家居品牌的企业形象一直处于风口浪尖中,产品质量认可度、公司核心理念的传递以及员工培训等都是影响企业口碑的重要因素。本文运用视觉识别系统、行为识别系统、理念识别系统来具体探究宜家的企业形象,以便更好地树立企业品牌标志,让消费者能更深刻地了解企业、喜爱企业。Corporate image planning is a part of marketing planning after accurate evaluation of brand positioning.Excellent corporate image planning will help companies acquire new customers and retain old customers.It is a key factor in helping companies establish a good image and communicate well with customers.The corporate image of home furnishing brands has always been on the cusp.Product quality recognition,the delivery of the company’s core concepts,and employee training are all the important factors affecting corporate reputation.This article uses visual recognition system,behavior recognition system,and concept recognition system to specifically explore IKEA's corporate image,in order to better establish corporate brand image,so that consumers can understand and love companies more deeply.

关 键 词：宜家家居 三大识别系统 企业形象 形象策划 品牌标志 

分 类 号：F272.3[经济管理—企业管理]