Altria验厂的内容是什么？重庆GSV认证培训
发布时间：2024-06-13 10:16:18 浏览数：· 第一、强调更名反映了菲莫公司不断向多元化产业的进一步演化。
· 第二、强调“菲莫是烟草”，而奥驰亚是一个多元化产业集团的母公司名称。
· 第三、通过更名和重新定位让公众相信，菲莫正在努力改变旧有的企业形象。 菲莫的新形象运动已经取得了初步的成功。除了更名活动和重新定位之外，菲莫公司还做了以下提升形象的工作：
如需了解更多详细信息，欢迎来电咨询：17358566069
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[title] => Altria验厂的内容是什么？重庆GSV认证培训
[keyword] => 认证、验厂
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[content] =>
Altria验厂菲莫的高层人士意识到更名举动有着潜在的风险：一些人可能趁机散布，说菲莫利用更名来躲避烟草企业应该承担的社会责任，更名不过是一场烟草大逃亡；更可怕的是，新的“奥驰亚”名称会立即和烟草紧密联系在一起。 重新定位 菲莫公司更名为奥驰亚集团虽然花费不菲，但收获亦相当巨大：股票升值，在公众心目中的信任度与支持率增加，同时获得了更大的政治、法律和社会影响。最重要的就是奥驰亚寄希望在菲莫烟草公司与菲莫的其它公司之间制造一层区隔，以逃避由烟草带来的法律与道义后果。 菲莫的高层人士探讨如何建立新的企业形象识别，这可不是一项简单的工作，因为菲莫作为一个烟草公司的形象，早已深入人心。菲莫公司最终接受了卫斯林的建议，将菲莫重新定位成一个“包装消费品公司”。 每个品牌都有自己的独特内涵和不同于其它品牌的形象识别。品牌的实际特性，公众并不了解，只有通过营销传播才能让公众获得认知。在美国，连不吸烟的人都知道维珍妮（Virginia Slims）、万宝路（Marlboro）、本森与赫奇（Benson & Hedges）这三个香烟牌号之间的差别。由此可见，菲莫在品牌形象塑造上有着丰富的经验和巨大的优势。 菲莫将再次推销它的新形象——“包装消费品公司”。奥驰亚，到目前为止，还只是一个苍白的名称，它需要人赋予其内涵。在控烟人士将奥驰亚戴上烟草的帽子之前，菲莫公司应该首先行动起来，尽量淡化这个名称与烟草的关联。在这方面，菲莫的做法可以概括如下：
· 第一、强调更名反映了菲莫公司不断向多元化产业的进一步演化。
· 第二、强调“菲莫是烟草”，而奥驰亚是一个多元化产业集团的母公司名称。
· 第三、通过更名和重新定位让公众相信，菲莫正在努力改变旧有的企业形象。 菲莫的新形象运动已经取得了初步的成功。除了更名活动和重新定位之外，菲莫公司还做了以下提升形象的工作：
如需了解更多详细信息，欢迎来电咨询：17358566069
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