我国大型承包商的形象战略  

CI strategy of Chinese top contractors

作　　者：赖熹[1] 关柯[1] 

机构地区：[1]哈尔滨建筑大学建设经济管理研究所,黑龙江哈尔滨150006

出　　处：《哈尔滨建筑大学学报》2000年第4期96-99,共4页Journal of Harbin University of Civil Engineering and Architecture

摘　　要：我国大型承包商在经历了二十多年的国际竞争后，越来越深刻地感受到企业形象战略对国际竞争力的重要性并于近年开始实施形象战略。可以说，某些大型承包商的形象建设已经小有成绩，但也存在不少问题。本文简要介绍了企业形象的定义和作用，着眼于建筑工程承包的特点分析了承包商在形象战略上的侧重点，阐述了企业形象战略实施的内容，探讨了企业形象战略实施过程中存在的问题，并提出对策。The top contractors of China began CI(Corporate Identity) after more than 20 years′ international competition and felt it deeply that CI is so important to contractors international competitiveness. And some of them have got some fruit, but questions also exited. In this paper, the definition and function of CI was introduced, the points' of the top contractors CI was analyzed, the content of CI was set forth, the questions of bringing into effort was discussed and countermeasures were put forward.

关 键 词：大型承包商 企业形象 CI战略 理念识别 行为识别 

分 类 号：F270[经济管理—企业管理] F279.2[经济管理—国民经济]