大家论坛

 找回密码
 注册
查看: 1162|回复: 0

Company Image 公司形象

[复制链接]

697

主题

1510

帖子

1万

金币

大家网博士生

Rank: 21Rank: 21Rank: 21

积分
15143

BEC V

发表于 2011-7-21 12:07 | 显示全部楼层 |阅读模式
Machinery (总称)机器,机械
Inventory 详细目录,总量
Tend to 有某种倾向,有…的趋势
Market positioning 市场定位
Target audience 目标受众
Prospect 潜在的顾客
Business card 名片
Cheery 愉快的
Formual 公式,规则
Gimmicky 巧妙手法的,(产品广告)噱头
High-energy 耗费精力的
Sales pitches 推销技巧
Sophisticated 成熟的,尖端的
Align with 与…结合,联合
A retail chain 零售连锁店
Refund 退还,偿还
Auto tire 汽车轮胎
Sponsor  发起人,主办者
Company logo 公司标识
Wedding gown 婚纱
Fashion show 时装秀,时装发布,时装展示
Marketing campaign 营销活动
Trading volume 贸易量
Marketing tool 营销工具
Readership 读者群,读者人数
In-house 公司内部的
Special offer 优惠价,大酬宾
Bind people together 把人们团结起来
Cyclical celebration 周期性的庆祝活动
Gala event 欢庆活动
Costume ball 化装舞会
Socialize 交际,联谊
Networking 建立人际关系,人际网
Personal transition 个人生活的变化
Buffet 自助餐
Compassionate 富于同情心的
Succession 连任,继位
A sense of pride 自豪感
A sense of community 集体观念
A semse/feeling of belonging 归属感
Strengthen ties with 加强与…的联系
Authentically 确实地,真正地
Competition (总称)竞争者
Creating a Company Image
打造公司形象
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汲取相比而言,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 woner 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。
PART ONE: INTERVIEW
(1)      Is it necessary to have a defined company image?(Why?/Why not?)
是否需要有一个明确的公司形象?(为什么?)
Yes. In the eyes of the public, a clearly defined company image is the identity of the company. It reflects the quality of their product or service. So a good company image enhances public recognition and increased popularity will translate into great trading volume and profits.
(2)      How important is the brand image in marketing campaign?(Why?)
营销活动中品牌形象有何重要性?(为什么?)
Brand image is an integrated part of marketing strategy. Although the success of a marketing campaign is determined by product quality, budget and some other factors, brand image is the only thing companies could use to sway the buyer’s mood and to drive people to your business.
(3)      What factors should be considered when selecting a company logo design?(Why?)
选择公司标识图案,应考虑哪些因素?(为什么?)
When selscting a logo design, the company’s image and target audience should be put high on the priority list. The logo should reflect the cultural values the company upholds, and be attractive to the targeted potential customers. Of course, cost is another factor to be considered.
(4)      Do you think it important for a company to have a logo of its own?(Why?/Why not?)
你认为公司拥有自己的标识很重要吗?(为什么?)
Yes. I think a logo represents a company and its products or services. If the logo is successful, it captures the personality of the company, sculpts and reinforces the company image. Besides, the logo is a most central marketing tool as it is used consistently and repeatedly.
PART TWO: MINI-PRESENTATION
What’s important when…?
Designing a company magazine           设计企业杂志需要考虑哪些要点?
l       Target readership                     目标读者
l       Contents included                     包括的内容
l        
When designing a company magazine, the most important thing is to find out what the target readership is, whether it is an in-house magazine designed for employees or a manazine designed for employees or a magazine that aims to attract your customers. You see, the readership determines what contents should be included.
Once the readership is targeted, we have to decide what subjects should be covered. If it’s a staff magazine, it should cover such topics as new about people and events in the company, or the latest sales figures, staff competition, etc. If it’s a customer magazine, you can advertise your new products, release latest news about product development or give special offers to customers.
On top of that, you also need to decide the number of issues to be published annually, whether it should be a monthly magazine or a quarterly magazine. And of course, cost is another important factor to be considered.
设计企业杂志时,最重要的事情是找出目标读者是什么,是一个为员工设计的企业内部杂志还是旨在吸引你的客户。你知道,目标读者决定了企业杂志所要包含的内容。
一旦目标读者被确定,我们就可以决定所需要包含的主题。如果是一个员工杂志,就应该包含比如公司新近的人员和活动,或者最近的销售数字,员工竞赛等等。如果是一个客户性质的杂志,你应该宣传新产品,发布关于产品开发或者为顾客提供特殊优惠的信息。
除此之外,也需要决定企业杂志每年出版发行的数量,是每月发行一次还是每个季度发行一次。当然,费用也是另一个需要考虑的重要因素。
PART THREE: DISCUSSION
Designing a Company Celebration Programme
Your company would like to design a new Company Celebration Programme to facilitate both internal and external communications. You have been asked to help draft the programme. Discuss the situation together, and decide:
l       what kind of events should be celebrated
l       how to celebrate these occasions
制定公司庆祝活动计划
你们所在的公司准备制定一套新的公司庆祝活动计划以增进公司的内、外部交流,请你们协助起草这一计划。讨论并决定:
l       公司应该庆祝哪些活动
l       怎样庆祝这些活动
A: You see, we need to help work out a celebration programme for our company.
B: Yes, I think it’s very important to make a detailed plan about what events to be celebrated.
A: Successful corporate rituals and celebrations are important ways of corporate communications. They help to bond people together and connect people to shared values and vision. So a well designed corporate celebration programme will benefit a company greatly.
B: Yes. But as there is a wide variety of situations that we can celebrate, we have to focus on the most worthy ones. In my opinion, we can keep the cyclical celebrations, as they are more fixed, I mean , they come every year, like company annversaries, Christmas, New Year’s Day, etc. Celebrations of this kind help to relieve work pressure.
A: You’re right. So for these gala events, we can hold parties, costume balls, get-togethers at selected restaurants, etc. We can also invite our clients and customers over as these activities are really great occasions for socializing and networking, I mean good chances for building relationships.
B: What a jolly idea! I think we can also hold ceremonies when our staff members or teams produce excellent performance. It’s a way of showing our recognition and appreciation for their efforts. And in return, celebrations of kind help to enhance job satisfaction and will further help to improve the quality and financial performance of our company.
A: Yes. Celebrating individual accomplishment could not only invigorate our employee morale, but also instill work with meaning and joy. So on these occasions, we can choose to offer free trips, picnics or get-togethers, etc.
B: Right. Besides that, I think we should create celebrations that included everyone. I mean, no one should be left out. So personal transitions should also be celebrated. They often affect how well people perform in work, although personal transitions are private in nature.
A: Uh huh. They also affect how smoothly organizations function in a way. So the management should respond well to personal events such as marriage, the birth of a child, or employee birthday etc,, and deal with these happy events effectively they can organize parties, buffet or picnics.
B: Right. Management should also be able to handle negative personal transitions like a distressing family illness or a death in an employee’s family. In such cases, leaders have to be compassionate and supportive.
A: So grief counselling is important on such occasions. That would touch the hearts of our employees and help to build commitment and loyalty.
B: Well, you see, corporate rituals and ceremonies play a vital role in business management. So it’s really important to set a corporate celebration programme.
A:你知道,我们需要帮助公司相处一个庆祝活动的方案。
B: 是的,我认为制作一个关于需要庆祝活动的详细计划非常重要。
A: 成功的企业仪式和庆祝活动,是企业沟通的重要途径。它能够把人们集中到一起,并连接人们共同分享价值和设想。因此对公司庆祝活动的良好设计将给公司带来巨大的利益。
B:是的。但是因为这里有多种可以庆祝的项目,我们必须要关注更有价值的项目。就我来看,我们应该保证周期性的庆祝活动,因为它们更固定些,我的意思是,这些活动每年都有,比如公司周年纪念,圣诞节,新年等等。这种庆祝活动可以有助于缓解工作压力。
A: 同意你的观点。因此为了这些庆祝活动,我们可以举办聚会,化妆舞会,在选定的餐厅举办联欢会等等。我们也可以邀请我们的客户和顾客参加以上的活动,使其成为社交网络真正盛大的场合。我的意思是成为建立关系的机会。
B: 真是个好办法。我认为当员工或团队做出优秀表现的时候我们也可以举办庆功会。这是对他们的努力认可和感激的一种展现方式。作为回报,此种类型的庆典也会有助于增强工作满意感以及进一步改善公司的服务质量以及财务表现。
A:是的。庆祝个人的成就不仅能够鼓舞员工的士气,而且为员工灌输工作的意义与乐趣。因此在这些场合,我们可以选择提供免费旅行、野餐或者联欢会等等。
B: 是的,此外,我认为我们应该举办庆祝活动让每个人参加。我的意思是,任何人都不应该被排除在外。因此个人的生活变化也应该被庆祝。这会影响人们在工作中的表现,尽管个人的生活变化属于私人性质的。
A: 嗯。在某种程度上,它们也会影响如何顺利组织功能。因此管理者应该对个人庆典比如结婚、生小孩或者员工生日等有良好的反应。而且他们可以组织聚会、自助餐或野餐等活动来有效处理这些令人愉快的事件。
B:是的。管理者也不应该忽略个人的生活变化比如令人心痛的员工家人生病或者死亡。在这种情况下,领导者必须要同情和支持员工。
A: 所以悲伤劝导在这种场合很重要。这将碰触员工的心灵而且有助于建立敬业精神和忠诚感。
B: 是的,你知道,公司的仪式和庆典对公司管理起着重要的作用。因为建立公司庆典计划是非常重要。
(1)      What other occasions should be celebrated in the company?(Why?)
公司还应该举办哪些其他庆祝活动?(为什么?)
I think companies should also celebrate an individual’s achievenments in work,such as promotion or succession. That would bring great honour to the employees involved and fill them with a sense of pride. What’s more, it’s also a great encouragement to their co-workers.
(2)      Why is corporate celebrations important?
公司庆祝活动为什么重要?
Corporate Celebrations helps to build healthy relationships in the workplace. They promote mutual understanding among employees and offer a refreshing approach to creating a sense of community. They can also help companies to strengthen ties with their clients.
(3)      Do you think corporate rituals represent the image of the company?(Why?)
你你是否认为公司庆祝活动代表公司的形象?
Yes. What occasions a company celebrates and what rituals they hold authentically reflect the corporate spirit, they pass a distinct message to the public about their image and the values they emphasize. For example,their celebration of employee’s birthday indicates their care for people, and their focus on internal communications.
(4)      Do you think corporate celebrations can also bring about negative effects?(Why?/Why not?)
你是否认为公司庆祝活动也会带来负面效果?(为什么?)
Yes. Negative effects occur if you don’t have clear goals or if it’s not well planned or organized. You see, if you happen to leave someone out, it would cause great frustration to him. Besides, it would cost a lot to hold all these celebration activities.
(5)      How important is it to involve all staff in company celebrations?(Why?)
让全体员工都参与公司庆祝活动有何重要性?(为什么?)
Yes. Corporate celebrations aim to enhance a strong sense of belonging and a sense of community within the company, so it’s important to involve all staff in these activities. They can help to achieve mutual understanding and a higher level of co-operation among staff.
2014、11-2015、02 单词 单词
回复

使用道具 举报

诚聘英才|移动端|Archiver|版权声明|大家论坛 ( 京ICP备06071611号,京公网安备11010802018363号 )

GMT+8, 2019-11-18 09:33 , Processed in 0.157354 second(s), 9 queries , Redis On.

Powered by Discuz!

© Comsenz Inc.

快速回复 返回顶部 返回列表