当下我国企业形象建构的缺失与重构——基于企业社会责任理论与实践视角的考察  

Study of corporate image based on corporate social responsibility theory in China

作　　者：邬盛根[1,2] 李迎曦[3] 

机构地区：[1]安徽大学新闻传播学院广告学系 [2]武汉大学新闻与传播学院 [3]奇瑞汽车股份有限公司营销公司品牌传播部

出　　处：《广告大观（理论版）》2014年第2期38-45,共8页Journal of Advertising Study

基　　金：国家社科基金项目<中日公益广告运行机制比较研究>(09BXW024)子课题研究企业公益战略的阶段性成果;<中国公益广告的价值实现:公共性视角>博士毕业论文节选

摘　　要：自上世纪七十年代末改革开放以来至今,我国企业竞争领域已由过去的产品竞争到今天的企业形象竞争。笔者从企业社会责任理论在我国企业实践中所存在的认知不和谐和发展阶段性问题出发,强调企业形象建构仅仅停留在广告营销传播层面上的作为是短视和危险的;应对新的营销竞争格局变化,企业社会责任是一种基于社会贡献的差异化形象竞争工具,更是一种企业社会责任内部化的可持续的企业形象战略。Since reform and open n China has extended the cognitive disharmo of our enterprises, wh ing up in the en from traditional ny and gradual ch emphasizing d of the seventies of I.ast century, the competitiveness of enterprises product competition to today＇s corporate image competition. Due to devel.opment of corporate social responsibility theory in the practice the construction of corporate image merely relies on the conduct in the advertising and marketing revel is short-sighted and dangerous. Facing new changes in the marketing competitive pattern, corporate social, responsibil.ity, is a differentiated image competitive toot based on sociat contribution, moreover is a sustainable corporate image strategy that is the internalization of corporate social responsibility.

关 键 词：企业社会责任 企业形象 企业公益 

分 类 号：F270[经济管理—企业管理]