企业形象阶段性传播策略研究

The Research of the Communicating Strategies of Corporation Imatge

企业形象传播策略是指企业为创建一个有利于自身发展,有助于实现战略目标的最佳社会环境,通过—定的传播途径、方式把自身形象信息广泛地传达给公众以提高企业知名度和美誉度的指导思想和行动准则。从生命周期理论考察,企业形象传播策略呈现出阶段性特点,孕育期传播策略是扩大知名度,成长期策略以优化环境为主,成熟期则以文化占领为策略,衰退期策略是消除危机。

The communicating strategies of corporation image means that the directing spirit and acting principle of that enterprises broadly deliver the image information to the publics by some communicating measures or means to lift the popularity and the reputation which could create the social milieu of. Investigating from the life cycle theories, the communication strategies of corporation image present the stage characteristics.