《企业形象塑造初探》毕业学术论文.doc

PAGE l 企业形象塑造初探 【摘要】 塑造企业形象已经成为21世纪企业的长期发展战略。塑造完美的企业形象是企业成功的前提。企业形象是企业自身的无形资产，因为它代表着企业的信誉、产品质量、人员素质、股票的涨跌等。塑造企业形象虽然不一定马上给企业带来经济效益，但它能创造良好的社会效益，获得社会的认同感、价值观，最终会收到由社会效益转化来的经济效益对企业形象设计的投资，是一项对企业无形资产的长远投资。 在“企业形象塑造初探” 这篇论文中，您将会看到企业形象塑造的“CI”战略结合现代设计观念与管理理论的整体性运作，从企业经营理念和精神文化的设计表现出发，提升到市场营销的具体行动，从而给企业带来良好的市场效应。您还会看到国内外关于企业形象塑造的实际操作并获得可喜的成效，从而更让我们认识到未来的企业竞争不仅仅是产品品质、品种之战，更重要的还是企业形象之战，因此，塑造企业形象便逐渐成为有长远眼光企业的长期战略，而如何塑造良好的企业形象就自然成了我们最关注的话题…… 关键词：企业形象 企业文化 CIS CI战略 【ABSTRACT】Moulding the corporate image has already become the long-term development strategies of enterprises in the 21st century. It is the prerequisite that enterprises succeed to mould the perfect corporate image. The corporate image is enterprises own intangible assetses, because it represents ups and downs of the prestige , product quality , personnels quality , stock of enterprises ,etc.. It might not bring the economic benefits to enterprise at once to mould the corporate image, but it can create the good social benefit , obtains acceptance , values of the society, will receive it by the investment to that the corporate image is designed of economic benefits that the social benefit transformed finally, it is a long-term investment in the enterprise intangible assets. In enterprise image-building being among the the thesis, you see CI strategy , enterprise of image-building combine modern to design idea and globality operation of management theory, is it set out to behave from enterprise management theory and spiritual design of culture , bring the concrete action of the marketing up to, thus bring the good market effect to enterprise. You will also see the practical operation about enterprises image-building both at home and abroad and obtain the gratifying effect , thus furthermore let us realize the future enterprise competition is not merely the fights of the quality of products , variety, an more important one is still the fight of the corporate image, so, moulding the corporate image be