我国企业形象塑造存在的主要问题及对策  

作　　者：何裕宁[1] 张莉[1,2] 

机构地区：[1]景德镇陶瓷学院工商学院 [2]景德镇一中分校

出　　处：《企业经济》2012年第11期60-64,共5页Enterprise Economy

摘　　要：企业形象塑造起源于20世纪50年代的欧美,于20世纪80年代末传入我国并已成为当前我国企业在激烈市场竞争下的一项重要经营战略和发展手段。但无论在对企业形象塑造的认识上还是在实践中,我国企业都存在着一些突出的问题。本文总结了企业形象塑造中存在的无用论、万能论、形式论及理论化等典型认识误区,分析了企业形象塑造实践中出现的定位不明确、忽视整体建设与企业形象传播、缺乏连续性与长期性、忽视企业的危机管理以及企业形象塑造与企业发展目标相矛盾等问题,最后提出了推动我国企业形象塑造健康发展的对策建议。Corporate image creation originated from European and American countries in 1950s, which was introduced into China in the late 1980s and has become an important business strategy and development means for China＇ s enterprises in the fierce market competition. However, whether in understanding the corporate image creation or in practice, there are still some outstanding issues in China＇ s enterprises. This article summarizes the misunderstandings of uselessness, omnipotence, formalism and theorization in corporate image creation, and then analyzes the problems such as indistinct Orientation, neglect of overall construction and corporate image promotion, lack of continuity and permanence, neglect of the contradictions among corporate crisis management, image creation and corporate development. In the end, the article gives some suggestions and counter- measures of promoting the healthy development of corporate image creation.

关 键 词：企业形象 塑造 危机管理 

分 类 号：F270.7[经济管理—企业管理]