The impact of marketing communications on the formation of the business image of the enterprise

Abstract

The article considers modern research of domestic and foreign scientists on the chosen topic. It is established that this topic was considered in the context of the formation and development of the theory of formation of the business image of enterprises as a means of marketing communications, the practice of their management. Also, the topic was considered from the standpoint of the influence of marketing communications on the formation of the business image of enterprises, the use of the latest Internet technologies and their influence. It is noted that domestic enterprises work in conditions of uncertainty and are constantly looking for marketing tools and mechanisms to strengthen their own business image and brand. Attention is focused on the fact that in order to form a positive business image, it is necessary to build communication channels with feedback on the «seller-buyer» and «buyer-seller» schemes. The definition of the term «business image» is given and its main characteristics are highlighted. The most common characteristics are the image of the enterprise, the declared position of the enterprise, as well as a set of features that identify the enterprise. The author's definition of the term «business image» is proposed and the components that form it are given. The author's definition is based on the compliance of the enterprise with modern requirements and criteria, its ability to meet the modern needs of the target audience and create goods and services in accordance with standards and the presence of components formed under the influence of the internal and external environment in combination with effective marketing communication channels. The principles of building the business image of the enterprise and the expected signs based on the results of their implementation are listed. The emphasis is placed on the importance of cooperation with stakeholders in the process of forming their own business image and brand promotion. The conceptual model of building the business image of the enterprise is presented. The blocks (components) of the conceptual model are revealed building a business image, thanks to which the competitive advantages of the enterprise and its brand are formed and distinguished. The aspects that the enterprise should take into account in the process of implementing the conceptual model of building a business image in its own activities are allocated.