论中国电信的企业形象建设.docVIP

论中国电信的企业形象建设 分类号S151 密级 UDC 学 位 论 文 题 名 论中国电信的企业形象建设 On the Construction of Enterprise Image of China Telecommunication 作 者 姓 名 黄文武指导教师姓名 王晓春 教授 MBA 申请学位级别 专 业 名 称 工商管理论文提交日期 论文答辩日期 学位授予单位和日期答辩委员会主席 评阅人二 OO七年十月 摘 要 企业形象是企业多年奋斗的结晶,它对企业的知识、信息、人才创新能力等 产生巨大的反作用力,崭新的企业形象是企业的巨大财富。目前电信企业竞争非 常激烈,尤其是中国已加入 WTO, 国外通信企业的准入更加加剧了该市场的竞争 残酷性,企业形象建设是各电信企业迫切需要解决的问题。 论文在界定企业形象的概念、构成要素、评价指标的基础上,分析了中国电 信现阶段的企业形象现状,并对中国电信的企业形象建设进行了系统规划。中国电 信只有通过适应新形式下的转型新业务,创新企业形象,使企业总体形象、领导 形象、员工形象、品牌形象、环境形象等形成一个有机的统一体,才能实现建设 成为具有国际竞争力的大型企业集团的目标。关键词:中国电信 企业形象 品牌建设1 Abstract Image of enterprise is the result that enterprise must struggle for many years.It can promote enterprise’s knowledge, information and creative ability. A good enterprise image is huge wealth of the enterprise.Currently, the competition between telecommunication enterprise is very vigorous.After China entered WTO, the abroad communication business enterprise entered China market also,which have increased China market competition especially. Under this kind of situation ,the image construction is a urgent problem that each telecommunication enterprise must faceThis thesis is divided into five chapters totallyChapter one is an introduction. In this chapter, the author introduced the backgroud to choose this thesis, analyses the research about enterprise image construction in domestic and abroad,explained the way to research this item,and introduced the main contents of the thesis. Chapter two introduced the related theories about enterprise image. In this chapter, the author made a general analysis to China and Foreign new theories about enterprise image in recent years ,such as concept of enterprises image, Composing factors of enterprises image,and evaluation index of enterprises image.In chapter three, the author analyses mainly the present condition of enterprise image of China telecommunication,which was done according to the theories Pointed out aboveIn chapter four, the author an