企业立体形象的定位与塑造

Positioning & Shaping of a-Dimensional Image of Enterprise

企业形象是公众对企业的综合印象。企业应符合各类公众的要求塑造一个立体的企业形象。企业形象定位是企业形象塑造的前提。企业应根据不同公众的要求确定在不同公众心目中应树立的企业形象,再根据这一定位要求开展形象的塑造工作。本文从职工、管理者、顾客、社区公众、政府公众和媒介公众等方面,论述了他们各自对企业的要求,在形象定位的基础上,进一步阐述了如何进行企业形象的塑造。

The image of enterprise is the comprehensive impression the enterprise leaves onthe public.Therefore,an enterprise should shape a 3-dimensionaI image for itself whi-ch should in conforming with the requirement of the public,positioning of the enter-prise image is the prerequisite for the creation of the image.The enterprise should de-termine what an image it should shape in the minds of the public in accordance withthe different requirement by different sections of the public.Proceeding from this po-sitioning requirement,further efforts are to be made for the shaping of the image.This essay gives a detailed account of the various images of enterprise as required res-quired respectively by staff-workers,executives,customers,social communities,gover-nment communities and mass media.Based on the positioning of image,further discu-ssion is conducted for how to shape the image of the enterprise.