The positive image as are important component of being competitive on the tourist market
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used as the brand for wide range of different goods and has positive or neutral meaning at least in other countries and in international language.
.2 The corporate style (corporate identity)
The corporate style is a set of colorful, graphical, verbal, typographical and design constant elements (constants) providing visual and semantic unity of the products or (services), elements of corporate styletrade mark;corporate graphical inscription (logo);corporate block;corporate mottocolorscorporate print bundle;corporate hero;permanent communicator (face of the firm);
) The trade mark trade mark is the main element of a corporate style. Is a registered graphical, verbal, volume, sound designations or their combinations which are used by the owner of a trade mark for identification of the goods. The exclusive right of the owner of trade mark using is provided with legal protection from the state.
) The corporate graphical inscription (logo);is the original tracing or the abbreviated name of firm, the goods or services made by this firm. As a rule, the logo consists of 4-7 letters.
) The Corporate blocks a traditional, often mentioned combination of several elements of the corporate style. Often it is a graphical trade mark and a logo.
) The corporate mottois an original device that permanently used by firm. Some slogans are registered as the trade mark.
) The corporate colorcolor also is the major element of the corporate style. The color make corporate style elements more attractive and memorable more. It allows to exert a strong emotional influence. The concrete colors were fixed to some types of products and services sensibly constant.
) The corporate print bundle.can point different specifics of the brand image, bring its contribution to the form of the corporate style. Print could be percept as manly or womanly, easier or heavy, elegant or rough, business and others. The main task of creators of firm style is to find they own print, whom a client would identified himself.
) The corporate hero.corporate hero is the important part of the formed image. Travel agency develops the constant and stable icon of its agent. Also the corporate hero can embody the fantasy-ideal shape of a consumer, whom a client could be identified.
) The permanent communicator.is the real man as opposed to the corporate hero. Its concrete person, that is chosen by the firm in the capacity of mediator for its communication with recipient. Also it is used synonyms, for example, the face of firm, brand-image, firm icon. Sometimes the agency uses the outer attraction of mediator. But it is not only criterion. In some case the firm is drawn by professional quality of person. Then his features are projected to image the owner of corporate stile.
2.3 The main bearers of image:
The main carriers of elements of corporate stile are:
printing ad of agency;
souvenir;
the elements of corporates interior;carriers are: the firm advertising banner, package paper, label, business card, uniform, pictures on the side of transportation, etc.
Chapter III: Approaches to making image up
3.1 The methods of researching of organizations image
of image of the organization is a responsibility of the PR-department. To research the image it is always necessary when the organization hasnt image or when a new image is formed. The company analyzes the market even well-formed image, because image could turn old and become worse during the time. The actuality of researching of image is that modern market doesnt give a chance so organizations that position themselves incorrectly because consumers dont buy goods but the simple brand.main methods of image researching are:
Focus group
Questionnaire
Interviewing of consumers
Analyzing of publishing in the mass medias better to use all methods in total, as each of them give the different value of a question. The questionnaire method as example gives more statistical and mass information about characteristics and the status of image. It shows a public opinion and condition to the firm. Due to this method it is necessary to know the influence of an advertising on a consumer. Is it a correct forming of the image in the people mind?focus group method is the innovation in the researching of image. Always a segment is divided into several focus groups and PR-manager holds a conversation with any group. During the contact participants give their opinions and offer ideas about the image formation. Participants of such groups are clients of the company, who gives value about image. Using this method it is possible to learn strong and poor characteristic of the travel agency and also an opinion of consumers about competitors. interviewing method is the deepest. Always an interview is conducted with a one people who a man of importance group for the travel agency. He is asked about how he views the organization, what he could change, add and advice. The aim of the interview is achieve the opinion of the consumer about the company on the level of consciousness. What a person senses when uses of services, what emotions feels, and what he fells when dont use the service of this agency.can get information about the company from mass media, special magazine and transmission on TV, where the production is compared and tested. The forum is also the way to research the attention tourists to the agency. whole picture is compiled about image after the giving information. Data is analyzed in the marketing department. If there is the negative effect from something factor (an unsuccessful advertising, a public statement, mistakes in service, etc.) it is necessary to correct it. Image of the organization is developed and after several time the result of changing is analyzed once more.
3.2 Selection of target audience for making image (the differentiated approach)
The famous sociologist Ervin Goffmann noticed that the image is an art to dictate by impression. Really, image is an interrelation between the representation which the company wants to create about itself at target audience, and representation about the company which has already has obtain at the target audience. audience is the basic circle of real and potential consumers of the services, and other groups of the public at which the concrete appeal of the organization are aimed during Pablic relation-campaign carrying out.are following target audiences which the travel agency has:
financial institutions;
the state and municipal organizations;
suppliers;
partners;
the public;
constant and potential clients;
employees;
mass-media;
investors.
It is necessary to form image for each separate target audience. So, for the wide public the civil position is more preferable, but for the partners it is important the high competitive ability of the enterprise. right choice of target audience can bring bright results and efficiency of advertising and PR-measures would increase at several times in this case.
3.3 The measures to improve the image
It is necessary to conduct measures in several spheres of firms activity that to improve positive the image.the sphere of production the measures for improvement of quality of services and adoption of new technology realize.of financial investment and a rise of cost-effectiveness of production and service are imaportant factors for the forming of image. For advance of sale is used a tradition bundle of means such as making of a chain of travel agencies and holding necessary marketing researching for determination of a pricing policy.the sphere of marketing it is separated measures on a planning of a competitive activity, sales promotion and conduction of PR-company. The best construction of image of agency is reached due to an optimal fiscal policy and a mending of the steady relations with consumers. It is paid much attention to an analytic work on the creating and correction of image of the organization, making an emblem, name and logo up.aim in the sphere of interrelation with clients is clearly determined. This activity heads for the forming of some culture of the relation with consumers and partners and mending of a feedback. There are important conditions for the forming of the optimal image: giving of valid and truthful information, compliance with a contract, adoption an after-sales service. The using of measures for image forming is variably. These are PR-company, organization of conferences, exhibitions, presentation, using of Internet-technologies.personnels measures have significance role for the organization because of tour managers interact with clients directly. These measures are directed by the development a corporate culture, formation of a team, making some style of a management and creating loyal personnel to the organization. The especial attention is speared to means of the stimulation of a produce, motivation of stuff and providing social guarantee.
Conclusion
conclude that:
Every organization has image even its not formed specially;
its necessary to aware the role of the image for travel agencys activity;
its important to create the base of image and measures for its spreading;
the target audience must be clear determined;
the image can be positive and negative, and the aim of the travel agency is to reach the favourable image;
the travel agency must research the state of the image