企业形象的塑造及其存在的问题
企业形象的塑造及其存在的问题
摘 要：企业形象塑造的基本原理和方法，应包括企业形象的要素、企业形象的载体、企业形象的物质基础、企业形象的塑造者、企业形象的内在机制、企业形象与士气激励等六个方面。企业形象的要素包括有形要素和无形要素。有形要素包括企业职工素质及其行为表现、产品和服务质量、物质环境和建筑外貌、生产经营设备状况和法律上认可的图形标志；无形要素包括职工的主人翁意识、群体感情、企业群体和职工个人的价值取向、知名度和信誉，其中，企业的信誉是否持久、卓著，是最重要的企业形象要素。企业形象的塑造，需要硬件机制和软件机制整体塑造，二者不可偏废。为巩固市场、吸引顾客，就要求企业不能仅仅局限于改观形象的传统因素，还应适当考虑一些有关行为和理念方面的因素，包括：第一，企业形象识别系统——CIS；第二，企业文化。
关键词：企业形象；CIS战略；企业文化
Shaping of enterprise image and the problems
Abstract: The basic principles and methods should include elements of the enterprise image, enterprise image carrier, enterprise image of the material basis for shaping the image of enterprises, enterprise image of the internal mechanism, enterprise image and morale of incentives such as six aspects. Enterprise image elements include tangible and intangible elements. Tangible elements include enterprise workers’ quality and their performance, quality of products and services, physical environment and construction appearance, status of production and operation equipment and legal recognition of the graphic symbol; intangible elements, including workers’ sense of ownership, groups feelings, enterprise groups and the individual workers’ value orientation, visibility and credibility, and the credibility ,which makes enterprises lasting, distinguished, is the most important element of the image of enterprises. Image of enterprises need the hardware and software mechanisms shaping the overall, which two can not be neglected neither. In order to consolidate the market and attract customers, it can not be limited to the requirements of enterprises improved image of the traditional factors, but also appropriate to consider some of the acts and the idea of factors, including: first, Corporate Identity System - CIS; Second, enterprises culture.
Key Words: enterprise image; CIS strategy; enterprise culture
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