Komunikační strategie vybrané firmy
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Cílem diplomové práce je navržení strategického směru marketingové komunikace s ohledem na formování pozitivní image na základě opatření tvorby firemní identity vybrané firmy. První část popisuje vymezení marketingové komunikace vzhledem k marketingu a její specifika na průmyslových trzích, teoretická východiska firemní identity, jejích složek a vysvětluje vliv společenské zodpovědnosti firem na tvorbu jejich image. Na samém počátku praktické části je provedena SWOT analýza firmy, následuje popis současných nástrojů komunikačního mixu a firemní identity s doposud provedenými aktivitami společensky zodpovědné firmy včetně vyhodnocení dotazníkového šetření spokojenosti zaměstnanců. Hlavním přínosem diplomové práce je identifikace absentujících nástrojů komunikačního mixu, konceptu firemní identity společensky zodpovědné firmy a jejich následná deklarace s doporučeným způsobem implementace do podnikových procesů s ohledem na žádoucí firemní image.
The aim of this thesis is to propose a strategic direction of marketing communication with regard to the formation of a positive image on the grounds of creating a corporate identity for the selected company. The first part describes the definition of marketing communication in relation to marketing and its specifics in industrial markets, theoretical principles of corporate identity, its components, and explains the impact of corporate social responsibility on the creation of their image. At the very beginning of the practical a SWOT analysis of the company is done, followed by a description of the current instruments of promotional mix and corporate identity with the activities carried out thus far by a socially responsible company, including the evaluation of a questionnaire survey of employee satisfaction. The main contribution of this thesis is to identify missing instruments of promotional mix, the concept of corporate identity of corporate social responsibility and their subsequent declaration along with the recommended meathod for implementation of business processes with respect to the desired corporate image.
The aim of this thesis is to propose a strategic direction of marketing communication with regard to the formation of a positive image on the grounds of creating a corporate identity for the selected company. The first part describes the definition of marketing communication in relation to marketing and its specifics in industrial markets, theoretical principles of corporate identity, its components, and explains the impact of corporate social responsibility on the creation of their image. At the very beginning of the practical a SWOT analysis of the company is done, followed by a description of the current instruments of promotional mix and corporate identity with the activities carried out thus far by a socially responsible company, including the evaluation of a questionnaire survey of employee satisfaction. The main contribution of this thesis is to identify missing instruments of promotional mix, the concept of corporate identity of corporate social responsibility and their subsequent declaration along with the recommended meathod for implementation of business processes with respect to the desired corporate image.
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B-to-B, CSR, direct mail, etický kodex, firemní hodnoty, firemní identita, komunikační mix, poslání, vize, B-to-B, CSR, direct mail, code of ethics, corporate values, corporate identity, promotion mix, mission, vision