I七月咖啡企业形象策划问题研究[摘要]自我国加入世界贸易组织以来，我国各行各业都经历了冲击，而后我国企业的市场竞争因为许多外企的加入变得越来越激烈，我国许多企业在这种市场环境之下处境困难。随着人们生活水平的提高以及国外文化的传递，我国中西方文化的相互融合之下，产生了许多本土化与外国文化结合的行业。本文要说的这个企业是一个微小企业，是一个将西方的咖啡、中方的茶以及酒结合的餐饮企业，企业名称为七月咖啡酒馆。这样一个具有结合特色的微小企业因为其特色能够吸引人群，同样的也因为其结合的混乱性容易流失人群，因此企业形象策划对于这样一个微小企业来说十分重要，本文将对于七月咖啡酒馆企业形象策划管理现状进行分析，研究其在形象塑造过程中出现了问题，并且通过研究出的问题，分析出适当的改善建议。[关键词]文化融合企业形象管理StudyontheIssueofCorporateImageofJulyCoffeeII[Abstract]SinceChina'saccessiontotheWorldTradeOrganization,allwalksoflifeinChinahaveexperiencedanimpact,andthemarketcompetitionofChineseenterpriseshasbecomeincreasinglyfiercebecauseoftheparticipationofmanyforeigncompanies.ManyChineseenterprisesareinadifficultpositionunderthismarketenvironment.Withtheimprovementofpeople’slivingstandardsandthetransferofforeigncultures,theintegrationofChineseandWesterncultureshasproducedmanyindustriesthatcombinelocalizationandforeignculture.Theenterprisetobedescribedinthisarticleisamicro-enterprise.ItisacateringcompanythatcombinesWesterncoffee,Chinesetea,andwine.ThenameofthecompanyisJulyCoffeePub.Suchamicro-enterprisewithacombinationoffeaturescanattractpeoplebecauseofitscharacteristics,anditisalsoeasytolosepeoplebecauseofitscombinationofchaos.Therefore,corporateimageplanningisveryimportantforsuchatinyenterprise.ThisarticlewillbeforacoffeebarcompanyinJuly.Thestatusquoofimageplanningandmanagementisanalyzed,andproblemsintheprocessofimage-shapingarestudied.Throughtheproblemsthathavebeenstudied,appropriatesuggestionsforimprovementareanalyzed[Keyword]Culturalintegrationcorporateimagemanagement目录III摘要...................................................................IIAbstract..............................................................III前言....................................................................1一、企业形象策划相关概念及理论基础......................................1（一）企业与企业形象概念..............................................1（二）企业形象策划内容................................................2二、七月咖啡酒馆CIS策划管理分析........................................3（一）七月咖啡酒馆企业形象简介........................................3（二）七月MI管理现状.................................................5（三）七月VI管理现状.................................................5（四）七月BI管理现状.................................................6三、七月咖啡酒馆企业形象策划管理所存问题................................7（一）企业员工管理不规范..............................................7（二）企业形象定位混乱................................................8（三）企业缺乏宣传形象................................................8四、七月咖啡企业形象策划所存在的问题以及建议............................9（一）企业员工形象管理................................................9（二）定位企业形象...................................................10（三）特色化宣传形象.................................................10结论.................................................................12参考文...
