? ? 企業(yè)形象研究是對(duì)企業(yè)在市場(chǎng)中的品牌形象、聲譽(yù)和知名度進(jìn)行評(píng)估和分析的一項(xiàng)研究活動(dòng)。它旨在了解消費(fèi)者、利益相關(guān)方和市場(chǎng)對(duì)企業(yè)的看法和態(tài)度，并幫助企業(yè)識(shí)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(rèn)知和知名度：評(píng)估消費(fèi)者對(duì)企業(yè)品牌的認(rèn)知水平和知名度。了解消費(fèi)者對(duì)品牌名稱(chēng)、標(biāo)志、口號(hào)和關(guān)聯(lián)產(chǎn)品的熟悉程度。

? ??2.品牌形象評(píng)估：評(píng)估企業(yè)品牌在消費(fèi)者心目中的形象和印象。了解消費(fèi)者對(duì)品牌的感受、關(guān)聯(lián)價(jià)值觀和品牌個(gè)性的認(rèn)知。

? ??3.聲譽(yù)評(píng)估：評(píng)估企業(yè)在消費(fèi)者和利益相關(guān)方中的聲譽(yù)和信譽(yù)。了解消費(fèi)者對(duì)企業(yè)的信任程度、企業(yè)的社會(huì)責(zé)任感以及企業(yè)的道德和倫理標(biāo)準(zhǔn)的認(rèn)知。

? ??4.競(jìng)爭(zhēng)分析：比較企業(yè)與競(jìng)爭(zhēng)對(duì)手的形象和聲譽(yù)。了解競(jìng)爭(zhēng)對(duì)手在市場(chǎng)中的優(yōu)勢(shì)和劣勢(shì)，以及如何與其區(qū)分開(kāi)來(lái)。

? ??5.市場(chǎng)調(diào)研：通過(guò)調(diào)查、焦點(diǎn)小組討論和深度訪談等方法，收集消費(fèi)者、利益相關(guān)方和市場(chǎng)對(duì)企業(yè)形象的觀點(diǎn)、偏好和反饋。

? ??6.媒體分析：評(píng)估媒體對(duì)企業(yè)形象的報(bào)道和曝光。了解媒體對(duì)企業(yè)的報(bào)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(chǎng)中的形象，發(fā)現(xiàn)潛在的問(wèn)題和機(jī)會(huì)，并制定相應(yīng)的品牌管理和溝通戰(zhàn)略。通過(guò)積極管理企業(yè)形象，企業(yè)可以增強(qiáng)品牌認(rèn)知度，提升消費(fèi)者信任，提高市場(chǎng)競(jìng)爭(zhēng)力，并增強(qiáng)企業(yè)的長(zhǎng)期發(fā)展和可持續(xù)性。?

? ??本文由上書(shū)房信息咨詢(xún)（SSF）出品，歡迎轉(zhuǎn)載，請(qǐng)注明出處。中國(guó)獨(dú)立第三方調(diào)研機(jī)構(gòu)上書(shū)房信息咨詢(xún)開(kāi)展消費(fèi)者調(diào)查已有十五年之久，成功服務(wù)超過(guò)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(gè)維度進(jìn)行全面的測(cè)量和評(píng)估，確定服務(wù)短板，并對(duì)其進(jìn)行系統(tǒng)分析，提出量化的、可操作性的改進(jìn)措施，從而穩(wěn)步提升客戶滿意度。通過(guò)流動(dòng)攔截訪問(wèn)、定點(diǎn)攔截訪問(wèn)、入戶訪問(wèn)、網(wǎng)絡(luò)調(diào)查、電話訪問(wèn)等形式為客戶提供專(zhuān)業(yè)的消費(fèi)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(guò)5,000,000份，具有強(qiáng)大的專(zhuān)業(yè)能力，收獲了客戶的眾多好評(píng)。

? ??深圳獨(dú)立第三方評(píng)估公司上書(shū)房信息咨詢(xún)（SSF）采用經(jīng)驗(yàn)豐富的質(zhì)控員對(duì)每一位訪問(wèn)員提交的現(xiàn)場(chǎng)記錄資料進(jìn)行甄別與篩選。通常，一個(gè)全國(guó)性的委托項(xiàng)目會(huì)設(shè)置8-10名督導(dǎo)，他們統(tǒng)一向1名項(xiàng)目總監(jiān)匯報(bào)日常工作。深圳專(zhuān)業(yè)第三方市場(chǎng)調(diào)研公司上書(shū)房信息咨詢(xún)?cè)?022年服務(wù)客戶超過(guò)100家，包含了寫(xiě)字樓、產(chǎn)業(yè)園區(qū)、住宅、上海第三方滿意度測(cè)評(píng)、景區(qū)滿意度調(diào)查、滿意度調(diào)查問(wèn)卷、深圳教育工作公眾滿意度調(diào)查、深圳市場(chǎng)調(diào)查咨詢(xún)公司、廣州醫(yī)院滿意度測(cè)評(píng)、成都窗口滿意度測(cè)評(píng)、滿意度調(diào)查報(bào)告、佛山市場(chǎng)調(diào)查、深圳市場(chǎng)調(diào)查、無(wú)錫市場(chǎng)調(diào)查公司、內(nèi)部員工滿意度調(diào)查公司、社會(huì)滿意度調(diào)查、北京專(zhuān)業(yè)市場(chǎng)調(diào)查、上海小區(qū)業(yè)主滿意度調(diào)查等多種類(lèi)型，調(diào)查項(xiàng)目覆蓋了國(guó)內(nèi)160余個(gè)城市。

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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.