Firemní identita, image, kultura
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Date
2015-06-16
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Abstract
Cílem této diplomové práce je zanalyzovat identitu, image a kulturu podniku Ryor, a. s., která je tradiční českou firmou zabývající se výrobou přírodní pečující kosmetiky. První část práce zahrnuje teoretické poznatky z odborné literatury. Jejím cílem je získat podklady pro zpracování praktické části. Vysvětluje základní pojmy týkající se firemní image ve vztahu s firemní identitou a jejích prvků. Praktická část analyzuje stávající firemní komunikaci, kulturu a design společnosti Ryor, který prošel v roce 2010 zásadní změnou. Následně je provedeno dotazníkové šetření, které zkoumá, jak je komunikace a současný design podniku vnímán cílovou skupinou zákazníků. Výsledky analýzy image porovnané se stávající identitou slouží k naleznutí nedostatků. Na základě nich je v závěru práce navrhnuta podniku vhodná firemní komunikace s ohledem na žádoucí image.
The aim of this thesis is to analyse the identity, image and culture of the Ryor Company, a. s., which is a traditional Czech company engaged in the production of natural caring cosmetics. The first part of this thesis includes theoretical findings from the literature. Its aim is to obtain material for the practical part. It explains basic terms relating to the corporate image in relation to the corporate identity and its elements. The practical part analyses the existing corporate communication, culture and design of the Ryor Company which underwent a considerable change in 2010. Subsequently it is performed a questionnaire-based survey which examines how the target group of customers perceives communication and current design of the company. The results of image analysis compared with the current identity are used to find defects. Based on them, the appropriate corporate communication with regards to the desirable image is suggested at the end of this thesis.
The aim of this thesis is to analyse the identity, image and culture of the Ryor Company, a. s., which is a traditional Czech company engaged in the production of natural caring cosmetics. The first part of this thesis includes theoretical findings from the literature. Its aim is to obtain material for the practical part. It explains basic terms relating to the corporate image in relation to the corporate identity and its elements. The practical part analyses the existing corporate communication, culture and design of the Ryor Company which underwent a considerable change in 2010. Subsequently it is performed a questionnaire-based survey which examines how the target group of customers perceives communication and current design of the company. The results of image analysis compared with the current identity are used to find defects. Based on them, the appropriate corporate communication with regards to the desirable image is suggested at the end of this thesis.
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Ryor, firemní identita, firemní image, analýza image, firemní kultura, firemní design, značka, Ryor, corporate identity, corporate image, image analysis, corporate culture, corporate design, brand