论营销人员印象管理策略的构建

On the Construction of Impression Management Strategy of Marketing Personnel

印象管理是指个体影响、控制他人对自己形成印象的过程。个体的印象管理受自我增强动机、多重自我表现等因素的影响,主要包括获得性印象管理和保护性印象管理。营销人员在企业的营销活动中,在符合正确道德评价的前提下,恰当地运用印象管理策略,可以提高自己的人际交往能力,以便在人际交往中更加和谐、顺利和成功。

Impression management is the course in which an individual affects and controls others to form an impression of himself. Individual impression management is affected by some factors such as the motivation and muhilayered self-expression, mainly including acquired impression management and protective impression management. The marketing personnel in business marketing activities, on the premise of correct moral assessment, applying the strategy of impression management properly, can improve interpersonal communication, in a more harmonious, smooth and successful way communication.