The Construction Of Contemporary Entrepreneur 's Media Image

Entrepreneur’s words and deeds set up their own personal brand on a certain extent, which also can get a better reputation, acquire more praise for themselves. Positive personal brand image can not only produce good reaction to entrepreneurs, but also has the important influence to the enterprise. Under certain conditions and state, good image will be able to turn the attention of consumers to the marketing behavior, thereby give impetus to the development of the enterprise, and increase the income of the enterprise. But because of the progress of science and technology, the further development of the media, entrepreneur behavior of autonomy, some may also occur crisis because of the improper entrepreneur behavior, which affect the development of the enterprise. What is the difference between different entrepreneur of entrepreneur image building and rendering features? What is the reason again?This paper chose three typical entrepreneurs of different ages, there are Zhang Ruimin, Wang Shi, Chen Ou. Parsing them with content analysis method in the aspect of image creation of active and passive. Found that the degree of exposure affects the direction of the print media; the number of negative reports on different entrepreneurs are quite different; the active degree of entrepreneurs image building is different. Different companies will choose different marketing strategies, but there is a tendency of entertainment. Displays the above characteristics because of entrepreneurs basic situation affects the enterprise brand image, the enterprise brand image decided to different category of entrepreneur. Consumer affect the enterprise marketing strategy, social culture has influence on the shape of the corporate culture, medium properties on the report, and the change of social psychology.Various propaganda used for shaping the corporate image will produce a lot of troubles. If entertainment marketing last the resonance of the consumers or not, to maintain consumer’s buying habits; CEO marketing mix entrepreneurs personal brand and enterprise brand,"bundling" brand image will produce a lot of risk factors; Double interpretation in the process of communication can also lead to the crisis, but the crisis also has a dual nature, wnich contains opportunities and risks. When companies are dealing with the crisis, should be set up the crisis management in the enterprise. Set up news spokesman system. After the crisis, expressing company’s view by a spokesman at the first time in various forms is very important, at the same time entrepreneurs should establish correct attitude and crisis consciousness. The auther hope this research can help entrepreneurs’ image building.