企业形象的新阐释

Reinterpretation of Corporate Image

企业形象是现代企业发展的基础性动力之一。指出我国企业形象实践和研究中存在的主要问题,是片面地理解了企业形象的本质内涵。在描述我国学者对企业形象的各种理解的基础上,分析了传统企业形象理解和认识的四方面缺点,这些认识缺点是阻碍企业形象创新的重要因素。提出应把企业视为有生命的整体,把企业形象的性质重新解释为:企业生命历史的表达性、形象的整体性、形象的价值性、形象创新的持续性。

Corporate image is one of the basic drives to develop modern businesses. The main problem in practicing and researching the corporate image so as to build it up in China is that its essence is understood one-sidedly. Describes briefly the different understandings of the corporate image and analyzes four traditional misunderstandings of it because they will hinder China's businesses from the correct innovation of their corporate images. It is proposed that a business should be regarded as a living entirety based on which the nature of corporate image can be interpreted as an expression of the business's growing history in combination with the wholeness, value and sustainability of its culture.