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目前我国企业在品牌建设部分没有引起足够的重视,部分企业在品牌方面的影响力和品牌忠诚度都不高,而做好品牌建设对企业经营的成功与否有着重要意义。整合营销传播中包含了各种可以应用的方法,能够帮助企业进行品牌形象的塑造,提高消费者对品牌的忠诚度,从而为中小企业品牌建设提供保障。本文通过讨论企业的内部整合,选择有效的整合传播方法,以期提升整个服务流程,为中小企业打造一个合适的品牌形象。
At present, Chinese enterprises do not pay enough attention to brand building. Some enterprises have low brand influence and brand loyalty, and good brand building is of great significance to the success of business operation. Integrated marketing communication includes a variety of methods that can be applied to help companies shape the brand image, improve consumer loyalty to the brand, so as to provide SMEs with brand protection. This article discusses the internal integration of enterprises, select effective methods of integration and dissemination, in order to enhance the entire service process, to create a suitable brand image for SMEs.