目 录
摘 要
随着世界经济一体化的快速发展，以及跨国企业不断进入中国，企业之间的竞争日益激烈，面对同质化的产品，消费者更信赖品牌产品，更喜欢购买企业形象好的产品。企业形象会在一定程度上吸引消费者，提升企业的销售业绩，为了争夺有限的消费者，基于消费者行为的企业形象的塑造引起了很多学者的研究。在此背景下，本文借鉴了一些学者对企业形象的研究，首先简述了企业形象与消费者行为的内涵，然后对企业形象对消费者行为的影响状况分析，接着提出基于消费者行为的企业形象重塑策略，希望企业树立全新的企业形象理念，开发个性的产品，注重品牌塑造，基于消费者行为不断创新企业的营销策略，从而提升企业的内外部形象，提升企业的竞争力，促进企业的持续健康发展，是具有实践意义的研究课题。
关键词：消费者行为；企业形象；品牌塑造
Abstract
With the rapid development of world economic integration, as well as multinational corporations continue to enter China, increasingly fierce competition between enterprises, the face of homogenization of the product, consumers trust the brand products, and prefer to buy a good corporate image products. Corporate image will attract consumers to a certain extent, to enhance the sales performance attracted many scholars, in order to compete for limited consumer, and consumer behavior-based shaping of the corporate image. In this context, this paper draws on the research of some scholars on the corporate image, first outlined the connotation of corporate image and consumer behavior, and then analyze the impact of corporate image on consumer behavior, and then propose the enterprise based on consumer behavior image shaping strategy, hoping to establish a new corporate image concept, the development of personalized products, focusing on branding, innovative marketing strategies based on consumer behavior so as to enhance the corporate image of the internal and external, to enhance the competitiveness of enterprises, promote sustained and healthy development of enterprises, is a research topic with practical significance.
Key words: Consumer behavior；Corporate image；Branding
