Business culture: potential enterprises should hire image spokesmen

How to display your corporate image? It is a good choice to hire corporate image spokesperson!

---Zhuge Changqing

The corporate image spokesperson, as a novel enterprise and product publicity and promotion model, has been widely used in the business community. As a result, many enterprises have narrowed the distance with consumers, and the corporate image and product image have taken root in the hearts of consumers.

Zhuge Changqing believes that as an enterprise with development potential, it should gradually hire corporate image spokesmen to represent the enterprise and products, and use the power of celebrities to enhance the popularity of the enterprise, so as to make its own enterprise more perfect and high-grade.

So, what is the corporate image spokesperson? Is its existence meaningful? What is its type and function?

Image spokesperson is a broad concept. Broadly speaking, it refers to special personnel who provide information dissemination services for the profitable or public welfare objectives of enterprises or organizations. Spokesmen can exist in the commercial field, such as celebrities in many corporate advertisements; It can also appear in the activities of government organizations.

If we go further into the field of business marketing, spokesmen can be divided into three categories: corporate spokesmen, image spokesmen and product spokesmen. They are an inclusive and inclusive relationship. Different types (categories) of spokesmen have different functions and requirements. In terms of corporate brand building, what our marketing and advertising personnel must know is image spokesmen. The functions of image spokesmen include various media publicity, dissemination of brand information, expansion of brand awareness and recognition, participation in public relations and promotion, close information communication with the audience, and promotion of purchase behavior, building brand reputation and loyalty.

Zhuge Changqing: The corporate image spokesperson is to use the celebrity effect to penetrate into the hearts of consumers.

In general, the image spokesmen from 2000 to 2013 can be divided into two categories, one is high credibility type and the other is low credibility type.

High reliability type

Highly credible spokesmen refer to public figures with certain credibility, influence and communication power. They are generally celebrities, experts or authorities in a certain field. Such as singers in the performing arts, scholars in scientific research, etc; Generally speaking, the function of high-credibility spokesmen is that they can spread the value connotation of the brand with strong persuasion and appeal. For some highly involved product brands, this type should be adopted. For example, OMEGA, the world famous watch with great value, employs Cindy Crawford, the supermodel, as the spokesperson.

Low reliability type

Low-confidence spokesmen refer to unknown ordinary people or cartoon characters with low public influence. They come from all fields of life and work and are representatives or familiar objects of the general audience. Although the low-credibility spokesperson is rarely used, it has its unique side: it strives to restore to the reality of life and narrow the psychological distance with the general audience by means of ordinary appeals, so as to achieve the purpose of informing and persuading. If properly applied, the effect of this type is not inferior to the former. For example, the Bubugao cordless phone is an ordinary person with a unique shape and witty words as its image spokesman. The audience remembers Bubugao and the man who always likes to be called "Xiaoli". Even when we hear the words "Xiaoli", we will immediately think of Bubugao. Under the background of the current celebrity star advertisements flying all over the world, entering the market with the mode of human endorsement can often play a surprise effect.

Zhuge Changqing: Soldiers are extremely expensive, and shopping malls are like battlefields. In the business war, we should also use magic and magic weapons to occupy the market and win the market.

South no Amitabha, South no Amitabha, South no Amitabha!

Nanwu Master Sakyamuni Buddha. Blessed life is limitless. Confucius. Jesus. Mohammed.

All Buddhas and Bodhisattvas of the three generations in ten directions.

All immortals in the three realms and ten directions.

All sages and sages at all times and in all countries

Don't do any evil, and do all good. Persistence and responsiveness.

Zhuge Changqing wishes all the people who are destined to respect their parents and do good deeds and accumulate virtue rich and auspicious!

 商家文化：有潜力企业应当聘请形象代言人

   如何展示你的企业形象？聘请企业形象代言人是不错的选择！

                                 ---诸葛长青

  企业形象代言人，作为一种新颖的企业和产品宣传推广模式，已经在企业界得到了广泛的应用。很多企业因此拉近了与消费者之间的距离，企业形象和产品形象在广大消费者心中落地生根、开花结果。 

   诸葛长青认为，作为有发展潜力的企业，应当逐步聘请企业形象代言人，代言企业、代言产品，借助名人的力量，提升企业的知名度，使自己的企业，走向更加完美和高品位。

  那么，什么是企业形象代言人？它的存在有什么意义吗？它的类型与功能又是什么呢？

   形象代言人是一个宽泛的概念，广阔的说，它是指为企业或组织的赢利性或公益性目标而进行信息传播服务的特殊人员。代言人可以存在于商业领域，如众多公司企业广告中的名人；也可以出现于政府组织的活动中。

如果我们再细化到商业营销领域，那么代言人可以分为企业代言人、形象代言人和产品代言人三类，它们是一种包含与被包含关系。不同类型（范畴）的代言人自有其不同的职能与要求，具体到企业品牌塑造层面，我们的营销及广告人员所必需通晓的就是形象代言人了。形象代言人的职能包括各种媒介宣传，传播品牌信息，扩大品牌知名度、认知度等，参与公关及促销，与受众近距离的信息沟通，并促成购买行为的发生，建树品牌美誉与忠诚。

   诸葛长青：企业形象代言人，就是利用名人效应，把自己的企业深入到消费者的心里去。

   总体而论，2000-2013年的形象代言人可以分为两类，一类是高可信度型一类是低可信度型。

高可信度型
   高可信度型代言人是指具有一定公信力、影响力与传播力的公众性人物，他们一般是某个领域的名人、专家或权威。如演艺界的歌星、科研界的学者等；一般说来，高可信度型代言人的功能在于它能够以极强的说服力与号召力来传播品牌的价值内涵，对于一些高卷入的产品品牌，宜采用此型。如价值不菲的世界名表OMEGA聘用超级名模辛迪·克劳馥作代言。

低可信度型

   低可信度型代言人则指公众影响力较低的、不知名的普通人物或卡通造型，他（它）们来自生活与工作的各个领域，是广大普通受众的代表或熟悉的对象。低可信度型代言人虽然应用较少，但是却有它独特的一面：它力求还原于生活现实，以平凡诉求的手法拉近与广大受众的心理距离，从而达到告知与说服的目的，此类型若应用得当，其效果不逊于前者。如步步高无绳电话就是以一造型独特、话语俏皮的普通人为其形象代言人，受众记住了步步高，也记住了这位总爱叫“小丽”的男人，甚至在听到“小丽啊”三个字时，我们会立马想到步步高。在时下名人明星广告漫天飞舞的背景下，以凡人代言模式打入市场，往往能起到出奇制胜的效果。

  诸葛长青：兵贵出奇，商场如战场。我们在商战中也要出奇兵、出神兵，这样才能占领市场，赢得市场。

    南无阿弥陀佛，南无阿弥陀佛，南无阿弥陀佛！
南无本师释迦牟尼佛。福生无量天尊。孔子。耶稣。穆罕默德。
                 十方三世诸佛菩萨。

 三界十方一切神仙。
 古今中外一切圣贤
诸恶莫作，众善奉行。持之以恒、有求必应。

诸葛长青祝福天下孝敬父母、行善积德的有缘者富贵吉祥！

(This article is an original article by Zhuge Changqing, and the pictures are selected from the Internet. Welcome to forward it, and please indicate the source for forwarding)

Introduction to Zhuge Changqing: Zhuge Changqing, the inheritor and promoter of traditional Chinese culture, is willing to "learn from sages, promote virtue, revitalize China and benefit the world" together with people with the same ideals in the world.

(Zhuge Changqing: zhuge8031@163.com ）

Zhuge Changqing mailbox：

zhuge8031@163.com

Zhuge Changqing's Chinese Dream

Learn from sages and carry forward virtue

Revitalizing China for the benefit of the world

 （本文是诸葛长青原创文章，图片选自网络。欢迎转发，转发引用请注明出处）

诸葛长青简介：诸葛长青，中国国学传统文化传承弘扬者，愿与天下志同道合者一起“学习圣贤、弘扬善德、振兴中华、造福世界”。

（诸葛长青：zhuge8031@163.com）

Zhuge Changqing mailbox：

zhuge8031@163.com

  诸葛长青中国梦  

学习圣贤 弘扬善德

振兴中华 造福世界

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