影响企业形象的三个要素
企业是市场经济中的一个基本单元，其作用勿容置疑。企业进行生产，前提条件是自己的产品能被消费者所接受，以实现利润最大化的最终目标，在此过程中，产品质量、售后服务、品牌效应等直接影响企业形象的因素都应当受到重视。这是传统的提升企业形象所应注重的问题。但是，随着经济的发展，人们的知识素养和收入水平的提高，物质资源的富足，消费倾向、价值观念也随之发生了相应的改变，开始了更高层次的精神追求。那么，传统的经营管理和企业形象策划理念就不能很好的满足消费者的需求。鉴于此种现象，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；第三，区域价值。
关键词：企业形象；CIS；企业文化；区域价值
The three aspects of influecing enterprise image
Ren Juanjuan, College of Liberal Arts
Abstract: Enterprise is a basic unit of the market economy, its important function is obvious.The premise of producing lies in the acceptance of consumers, which is the promise of maximum profits. And in this process, some factors, such as quality of products, after–sale service and effects of brand that directly affect image of a enterprise should be paid more attention. All above mentioned are matters concerned by traditional ways in enhancing images of enterprises. But, with the economic development, raise of people, s knowledge and income and material resources, abundance, people, consumption tendency and value will change accordingly, they will have higher spiritual aspiration. Consequently, the traditional management and administration and enterprises, image–plotting can not meet the demand of consumers. In order to consolidate market share and attract consumers, enterprises can not only define themselves to traditional factors of changing images, they should also take some other factors, such as behavior and logos, into consideration, that is ,the first,the enterprises, image–identifying system﹙CIS﹚.The second,we should also pay attention to enterprise culture.And the third is regional values .
Key Words: enterprise image, CIS, enterprise culture, regional value
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