企业形象研究是对企业在市场中的品牌形象、声誉和知名度进行评估和分析的一项研究活动。它旨在了解消费者、利益相关方和市场对企业的看法和态度，并帮助企业识别和改善其在公众心目中的形象。

  企业形象研究通常包括以下内容：

  1.品牌认知和知名度：评估消费者对企业品牌的认知水平和知名度。了解消费者对品牌名称、标志、口号和关联产品的熟悉程度。

  2.品牌形象评估：评估企业品牌在消费者心目中的形象和印象。了解消费者对品牌的感受、关联价值观和品牌个性的认知。

  3.声誉评估：评估企业在消费者和利益相关方中的声誉和信誉。了解消费者对企业的信任程度、企业的社会责任感以及企业的道德和伦理标准的认知。

  4.竞争分析：比较企业与竞争对手的形象和声誉。了解竞争对手在市场中的优势和劣势，以及如何与其区分开来。

  5.市场调研：通过调查、焦点小组讨论和深度访谈等方法，收集消费者、利益相关方和市场对企业形象的观点、偏好和反馈。

  6.媒体分析：评估媒体对企业形象的报道和曝光。了解媒体对企业的报道倾向、舆论影响和企业形象的塑造。

  企业形象研究的目的是帮助企业了解其在市场中的形象，发现潜在的问题和机会，并制定相应的品牌管理和沟通战略。通过积极管理企业形象，企业可以增强品牌认知度，提升消费者信任，提高市场竞争力，并增强企业的长期发展和可持续性。

  本文由上书房信息咨询（SSF）出品，欢迎转载，请注明出处。中国独立第三方调研机构上书房信息咨询开展消费者调查已有十五年之久，成功服务超过百家企业，从顾客感知、服务界面表现、企业内部管理三个维度进行全面的测量和评估，确定服务短板，并对其进行系统分析，提出量化的、可操作性的改进措施，从而稳步提升客户满意度。通过流动拦截访问、定点拦截访问、入户访问、网络调查、电话访问等形式为客户提供专业的消费者调查，完成产品研究调查案例8,000例，采集有效样本超过5,000,000份，具有强大的专业能力，收获了客户的众多好评。

  深圳独立第三方评估公司上书房信息咨询（SSF）采用经验丰富的质控员对每一位访问员提交的现场记录资料进行甄别与筛选。通常，一个全国性的委托项目会设置8-10名督导，他们统一向1名项目总监汇报日常工作。深圳专业第三方市场调研公司上书房信息咨询在2022年服务客户超过100家，包含了写字楼、产业园区、住宅、上海第三方满意度测评、景区满意度调查、满意度调查问卷、深圳教育工作公众满意度调查、深圳市场调查咨询公司、广州医院满意度测评、成都窗口满意度测评、满意度调查报告、佛山市场调查、深圳市场调查、无锡市场调查公司、内部员工满意度调查公司、社会满意度调查、北京专业市场调查、上海小区业主满意度调查等多种类型，调查项目覆盖了国内160余个城市。

Research on Corporate Image

  Research on corporate image involves evaluating and analyzing the brand image, reputation, and visibility of a company in the market. It aims to understand the perceptions and attitudes of consumers, stakeholders, and the market towards the company and helps identify and improve its image in the public's eye.

  Research on corporate image typically includes the following elements:

  1.Brand awareness and recognition: Assessing consumers' level of awareness and recognition of the company's brand. Understanding consumers' familiarity with the brand name, logo, slogan, and associated products.

  2.Brand image evaluation: Assessing the perception and impression of the company's brand in the minds of consumers. Understanding consumers' feelings, associated values, and perceptions of the brand personality.

  3.Reputation evaluation: Assessing the company's reputation and credibility among consumers and stakeholders. Understanding consumers' level of trust, the company's sense of social responsibility, and perception of its ethical and moral standards.

  4.Competitive analysis: Comparing the company's image and reputation with its competitors. Understanding the strengths and weaknesses of competitors in the market and how to differentiate from them.

  5.Market research: Collecting consumer, stakeholder, and market opinions, preferences, and feedback on the company's image through surveys, focus group discussions, and in-depth interviews.

  6.Media analysis: Evaluating media coverage and exposure of the company's image. Understanding media biases, the influence of public opinion, and how the media shapes the company's image.

  The purpose of researching corporate image is to help companies understand their image in the market, identify potential issues and opportunities, and develop corresponding brand management and communication strategies. By actively managing corporate image, companies can enhance brand awareness, build consumer trust, improve market competitiveness, and strengthen long-term development and sustainability.