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当今世界,文化与经济密切联系、相互渗透、经济的发展肯定离不开文化的参与和支撑的。所以随着经济的高速发展,企业之间的竞争逐步从产品价格、产品质量和服务的竞争,发展到现在企业知名度和影响力之间的竞争。近年来全球各类企业都把企业形象作为经营战略的重要组成部分,尤其是在美国等发达国家。企业形象整合设计是企业经营管理的辅助工具,在市场营销的全球实践活动中,已经逐步成为重要的现代企业营销沟通的新战略。本文就对企业形象设计整合与营销沟通战略的构建做简要的研究。
In today’s world, where culture and economy are closely interlinked and permeated each other, the development of economy certainly can not be separated from cultural participation and support. Therefore, with the rapid economic development, the competition among enterprises gradually develops from the competition of product price, product quality and service to the competition between the popularity and influence of enterprises. In recent years, all kinds of enterprises in the world regard corporate image as an important part of their business strategy, especially in the developed countries such as the United States. The integration of corporate image design is an auxiliary tool for business management. In the global practice of marketing, it has gradually become an important new strategy of marketing communication in modern enterprises. This article makes a brief study on the construction of corporate image design integration and marketing communication strategy.