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Research for Effectiveness of Promoting Brand Image Using Enterprise Portal

Author: ZhaoXiaoZuo
Tutor: BaiYin
School: Central South University
Course: Communication
Keywords: Brand image Corporate website Newspaper Dissemination of results
CLC: G206
Type: Master's thesis
Year: 2011
Downloads: 230
Quote: 0
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Abstract


Good brand image is the enterprise development boosters . Moment in the rapid development of the Internet , the domestic enterprises have established a corporate website branding front extension to the network media . The pros and cons of websites and newspapers in the brand communication effects become the focus of attention of the corporate image . In this paper, the Bell brand evaluation model is an empirical study . Survey audience -to-business website and newspaper media dissemination ( Haier , Mengniu and Li Ning ) the different cognitive generated by the three different categories of corporate brand image , so as to find out the strengths and weaknesses of the two media in the dissemination of corporate brand image . The survey results show that : the effect of newspaper media to spread the brand image is slightly better than the effect of the corporate Web site to spread the brand image . In-depth analysis of the survey data , we can see the reasons for the above results : newspaper media credibility than corporate website , illustrated in the form of multimedia combination more conducive to the receiver of information , a full range of news coverage is more conducive to the brand image and Communication , the text is more profound cognitive impact on the audience . Systematic comparison , the study also found that: newspaper media enterprise \dissemination of results of the corporate website significantly . Targeted publicity media of choice , to enable enterprises to achieve maximum brand publicity effect , In this paper, the status of enterprise website construction , feasibility of proposals put forward rectification and improvement of enterprises in the choice of the media and websites . The one hand, we can draw on the resources and development model of traditional media , to meet the shortfall : If efforts to enhance the credibility of the corporate website ; strengthen corporate website article reported depth ; graphic form of combination of page design emphasized ; prominent coverage of social welfare activities . The other hand, through the renovation of the enterprise network defects revealed by the survey , strengthen self-construction : such as the integration of media resources to set up a newspaper column ; strengthen the network interact with the new media ; rich network manifestations ; Add keywords ; expansion shop resources range and distribution services .

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CLC: > Culture, science,education, sports > Information and knowledge dissemination > Information and communication theory > Communication Theory
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