基于CIS理论的科技企业形象建构策略——以华为为例  

Strategy for Constructing the Image of Technology Enterprises Based on CIS Theory—A Case Study on Huawei

作　　者：高照 Gao Zhao(Yangzhou University,Yangzhou 225100,China)

机构地区：[1]扬州大学,江苏扬州225100

出　　处：《经济研究导刊》2024年第2期17-20,共4页Economic Research Guide

摘　　要：从CIS(现代企业经营战略)理论视角出发,研究总结科技企业华为的形象建构策略。在理念识别维度,科技企业宜塑造以人为本、致力智能互联、追求长期利润的形象;在行为识别维度,应健全内部基础制度,强化外部公共关系力量;在视觉识别维度,要设计简练明确、优美独特的视觉基本要素,并规划凸显企业特征的应用要素。需要注意的是,科技企业应贯彻并适时调整理念识别,加快自主研发,综合运用新媒介技术表述等路径完善形象建设。Starting from the perspective of CIS(Modern Business Strategy)theory,this study summarizes the image construction strategy of Huawei,a technology company.In terms of concept identification,technology enterprises should shape an image that is people-oriented,committed to intelligent connectivity,and pursues long-term profits;in the dimension of behavior recognition,it is necessary to improve internal basic systems and strengthen external public relations forces;In the dimension of visual recognition,it is necessary to design concise,clear,beautiful and unique visual basic elements,and plan application elements that highlight the characteristics of the enterprise.It should be noted that technology enterprises should implement and adjust their concept identification in a timely manner,accelerate independent research and development,and comprehensively use new media technology to improve their image construction.

关 键 词：华为 企业形象 CIS理论 形象建构 

分 类 号：G20[文化科学—传播学]