论全方位塑造中国企业形象-马克思主义理论与思想政治教育专业论文.docxVIP

哈尔滨T程大学硕十学位论文摘 哈尔滨T程大学硕十学位论文 摘 要 当今社会科学技术发展日新月异，市场竞争F1趋复杂和激烈，经济全球 化已成为必然趋势，中国企业在新的形势下面临着新的挑战。企业文化作为 新时期思想政治教育的有效载体已为众多人所认同，而企业形象是企业文化 的重要组成部分，它同时也是企业文化的外在表现，能直接为公众所接触， 所以塑造良好的企业形象对企业来说至关重要。随着中国加入WTO，国内企 业逐步与国际接轨，人们越发认识到形象力的作用。作为企业参与21世纪市 场竞争的有力保证，企业形象塑造成为人们关注的热点。 企业形象是一种能被公众识别、接受和反映，并产生对企业整体性认识 和评价的有关整个企业信息的有机组合。良好的企业形象能赢得信誉、赢得 人才、赢得经济效益，科学实施企业形象战略则能给企业注入活力，带来生 机，形成从内N#I-的“质”的飞跃。 本文阐明了企业形象的内涵、演变过程及其在当今社会中的重要作用， 着重分析了中国企业形象的现状、面临的形势和步入的误区，旨在抓住问题 点并提出解决的方法。同时针对时代的发展指出全方位塑造中国企业形象的 内容，在新形势下塑造企业形象的内容也要有新的变化。最后提出了全方位 塑造中国企业形象的实践操作，阐述了具体的方法和步骤，形成了塑造企业 形象的科学体系，从而对塑造中国企业形象起到了指导作用。 关键词：企业形象：塑造：实践操作 堕笙堡王堡盔堂堡±兰堡垒皇Abstract 堕笙堡王堡盔堂堡±兰堡垒皇 Abstract In a world that iS witnessing rapid development in technology， fierce market competition and a growing trend toward economlC globalization，Chinese enterprises are facing new opportunities and challenges．Corporate culture iS widely recognized as an efficient carrier of company theory and strategy．As an important part of corporate culture，corporate image incarnates corporate cul ture to the greatest extent and iS easily received by the publiC．As S result，it iS of great importance for an enterprise to establish a favorable corporate image． With China’s entry into the WTO，domestic enterprises are making efforts to keep in line with international standards in a wide range of aspects．Under these circumstances， enterprises tend to pay much attention to corporate image that 1S regarded as one of the guarantees for the success of an enterpri se competing in the 21“century． Corporate image iS a combination of corporate information that iS recognized and received by the society and from which the publiC obtains a general impression and information of the enterprise．A successful corporate image is 1ikely to generate reputation and revenue．as well as attract talents for the enterprise．Moreover， effectire implementation of corporate image strategy will bring energy and vitality to the enterprise． The thesiS clarifies the connota