A company image is an intangible item, but it’s as important, if not more so, than the raw materials you fashion into a tangible product, machinery you use to make products or you product inventory.

　　公司形象是无形的东西，但究其重要性与生产有形产品的原料和用来制造具体产品或所有产品的机器相比而言，如果不是更为甚之，至少也具有同样的重要性。

　　Established company images can be changed and shaped through planned, consistent marketing strategies.

　　现有的公司形象可以通过有计划的、相应的营销策略来改变打造。

　　Creating a company image is similar to gardening.

　　打造公司形象与园艺十分相似。

　　You can do nothing and most likely something will grow. From pleasant wildflowers to ugly weeds.

　　如果你听之任之，花园里很可能就长满了漂亮的野花或者难看的杂草。

　　Or, you can carefully plan and tend to your garden to create any number of landscapes such as a rock garden, flower garden, cactus garden, etc.

　　你也可以细致地规划，精心地照料，营造出一些景致，如石林园、鲜花园、仙人掌园等。

　　Just as certain plants compliment each other to create a pleasing whole, your marketing strategy, communications, and product and market positioning should work together to create the image you desire.

　　正如有些植物可以相互映衬，产生美好的整体效果一样;你的营销策略、沟通方式以及产品和市场定位等也应该共同作用，打造出理想的公司形象。

　　To get started on creating your company image, analyze how your company and its products are the same and different from your competition.

　　要开始打造公司形象，先要分析你公司及其产品与竞争对手有什么相同和不同之处。

　　You might conduct a survey to learn what image your target audience currently holds of you and your business (It’s important to view your company from the perspective of your customers and prospects, not yours.)

　　可以进行一次调查，以了解目标顾客对你公司及其业务的现有印象(重要的是要从你的现有顾客和潜在顾客的角度，而不是你自己的角度来看公司)

　　If possible, find out what your competitors and your competitors’ customers think of you, too.

　　如有可能，也了解一下你的竞争者对手及其顾客对你公司的看法。

　　Based on the feedback you’ve gathered, develop a plan to change or to continue to support your company image through all your communication efforts.

　　根据得到的反馈，制定出一个计划，通过各种传播手段去改变或者继续维持你的公司形象。

　　Consider these items when establishing or changing your company image.

　　打造或改变公司形象时，须考虑以下各个事项：

　　Marketing Communications—Make sure your brochures, advertisements, product packages and business cards reflect your image. For example, a children’s party planning service might create materials that look fun and youthful by using bright colors and cheery images.

　　营销传播---确认你公司的宣传手册、广告、产品包装、名片等能反映公司的形象。如：为儿童聚会提供的策划服务可以利用各种鲜艳的色彩和活泼的图像，设计出趣味横生、富有朝气的宣传材料。

　　Pricing strategy—You might think the “cost-plus-profit” formula or what your accountant tells you are the best methods for setting prices for your products and services. But your desired company image has an impact here, too. Do you want to be the price leader with the lowest price in town? Or, do you want to focus on exceptional customer service at a slightly higher price?

　　定价策略---你可能认为“成本加利润”的模式，或者会计提供的意见是为你的产品或服务定价的最好依据。但是，你渴望得到的公司形象也与此有关。你是否想成为当地最低价位的领头人?还是想以稍高的价格集中提供非同一般的客户服务?

　　Sales Strategy--- Gimmicky, high-energy sales pitches work well for some products or services, but don’t fit a sophisticated marketing service firm’s image, for example. Align your sales strategy and tactics with your company image.

　　销售策略—如： 手法巧妙、耗费精力的推销技巧对有些产品和服务来说是有效地，但却不符合一个成熟的营销服务公司的形象。要把销售策略和手段与公司的形象结合起来。

　　Customer Service—Your customer service policies, such as your merchandise return policy, impacts your image. Nordstrom. A retail chain, is famous for its” we’ll take anything back” policy. Company legend tells of an employee that gave a customer a refund for returned auto tires. But, Nordstrom doesn’t sell tires! Through this policy, Nordstrom has created an image that it will do anything to please its customers. Make sure your customer service plicies are consistent with your desired image.

　　客户服务---公司的客户服务政策，如商品退回政策对公司形象有着影响。诺斯通，一个零售连锁店，就以其“接受切退货”的策略而闻名。该公司有一个广为流传的故事：一位顾客来退汽车轮胎，雇员如数退款。可诺斯通并不出售车胎!通过这一政策，诺斯通营造出了为使顾客满意可做任何事的形象。要确认你的客户服务政策和你想要的公司形象保持一致。

　　Publicity—Are you focusing your publicity efforts on publications that match your image? For example, the owner of a luxurious bed and breakfast would focus publicity efforts on magazines such as Town and Country rather than publications appealing to bargain shoppers.

　　你是否将宣传力度放在与自身形象相符的出版物上?比如：一个提供豪华住宿服务的业主会把宣传力度放在诸如《城市与乡村》这样的时尚杂志上，而不是放在那些吸引廉价购物者的出版物上。

　　Promotions—Match the promotional events in which you participate to your image. For example, if you own a wedding planning service you might sponsor or participate in a wedding gown fashion show. A four-star restaurant might support the local opera or symphony( or advertise in event programs) because people frequently enjoy a meal before or after these events.

　　促销活动---你参与的促销活动要与你公司的形象相符。如：假如你拥有一家婚庆服务公司，你可以承办或参加婚纱时装展示。一家四星级的酒店则可以资助当地的歌剧或交响乐演出(或在这些活动中做广告)，因为，人们通常在这些活动开始前或结束后来用餐。

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