Діловий імідж підприємства: етапи та структурні компоненти

Abstract

В статті розглянуто створення ефективної системи формування і підтримки позитивного іміджу як важливого інструменту забезпечення економічної і соціальної стійкості підприємства на внутрішньому і зовнішньому ринках. Розглянуто основні етапи формування позитивного іміджу і репутації підприємства для досягнення стійкого і тривалого успіху в підвищенні конкурентоздатності і продуктивності фірми через систему сучасного маркетингу, яка характеризується виникненням і закріпленням нових тенденцій впливу глобальних чинників першого десятиліття ХХІ ст. Ключові слова: система формування, економічна стійкість, імідж, бренд, етапи, традиції, вплив, репутація, реклама, модель.

The article deals with the development of an effective system of forming and support of positive image as the important instrument of support for economic and social stability of an enterprise at national and foreign markets. The main stages of forming positive image and a company’s reputation to achieve stable and constant success in an increase of competitiveness and productivity of a company owing to the system of modern marketing characterizing by new tendencies of the influence of global reasons of the first decade of the 21st century have been investigated. The factors, which influenced the evolution of the marketing, the development of its instruments and forming of effective communications with the target audience have been analyzed. New tendencies in the development of marketing have been formulated. The company’s image was suggested to consider as a multi-component symbolic envelope created on the base of basic characteristics of a company: reliability, virtual peculiarities of its product, primary symbols and values. The model of the process for support of a company’s image and the role of its dominant functions was suggested; the model as a balanced volume quadrangle: forming of a good’s image, price image, distribution image and promotion image have been suggested in the article. Many scholars have investigated the problems of forming the positive image of a company. In spite of their considerable research, some issues connected with new technologies of image management and stages of its forming and support need to be investigated. The analysis of special scientific sources showed that among scholars there is no common opinion about the concept of an “image”.Famous international research companies Reputation Institute, Burson Marsteller, Chartered Institute of Public Relations suggest the common definition of an image as an attitude to all interested parties to financial and non-financial aspects of a company’s activity. Scientific investigations in a company’s image and reputation in advertising and marketing technologies before the 90s of the 20th century were represented mainly in foreign literature. Besides, foreign and national scholars have not made a basic scientific development of a marketing model of a company’s image and reputation management taking into account the value consumer’s orientation, problems of forming on their base an optimal image models, use of image business technologies as marketing instruments to increase the volume of sales and have a constant profit. The peculiarities of a company’s image and reputation management on the base of the models of social and ethical marketing have been insufficiently investigated. Nowadays, the urgent need to make such investigations increased because of implementation of civilized, socially oriented and ethical forms of the business making in the modern market economy. Keywords: system of formation, economic sustainability, image, brand, steps, traditions, influence, reputation, advertising, model.