Research On The Improvement Of The Soft Power Of Sichuan State-owned Enterprises From The Perspective Of Brand Image Construction

At the moment of economic globalization,information intelligence and diversity of value,the value appeal of state-owned enterprises is diversified,the hot events of public opinion are more frequent,the news media one-sided reports are popular,the individual experts unscramble and distort freely,and the self propaganda of state-owned enterprises is inadequate,and the state-owned enterprises are objectively placed in the state-owned enterprises.The "short board" brand image "crisis" of this embarrassing situation.Based on the perspective of how to build brand image path and Countermeasures to enhance the soft power of the state-owned enterprises in Sichuan,has become the era proposition and research project of Sichuan deepening reform of state-owned enterprises to achieve high quality development faces.According to the new media environment,the brand image construction of the state-owned enterprises in Sichuan is difficult to determine the target audience,the weak attraction of the content,the hidden brand crisis,the negative image,and so on.It combines the fuzzy "virtual" of the property rights of the state-owned enterprises in Sichuan,the imperfect legal person's governance structure and the lack of fair and free.The competitive market environment and other unfavorable factors,with the help of SWOT,PEST,4C and other theoretical models,analyze the problems,environment and audience of the current brand image construction of the state-owned enterprises in Sichuan,and select the outstanding cases in the process of the construction of the brand image of the state-owned enterprises,and put forward that the construction of the brand image of the state-owned enterprises in Sichuan should adhere to the outside declaration.Path integration,focus on both hardware and software.And 12 specific countermeasures.On this basis,we put forward the concept of the soft power construction matrix platform,namely,to improve the external influence of Sichuan state-owned enterprises,internal cohesion,value creativity,responsibility driving force four modules,and explain the content of the platform construction and the guarantee conditions,try to answer "what kind of state-owned enterprise brand image","to whom to spread" Brand image "," how to effective dissemination of brand image,and how to "soft power" of state-owned enterprises in Sichuan real virtual work done "and" hardening "and other issues.The purpose of this paper is to promote the brand strategy positioning of the good social image of state-owned enterprises,to advocate the importance of the soft power construction in Sichuan state-owned enterprises,to support the policy,to protect the talents,technology and funds,and to effectively reverse the "big but not strong" "big manufacturing country" and "small brand country" in time.Not straight,gas is not strong,the passive situation does not ring,no brand name,hard service,further boosting the state-owned enterprises stronger bigger.