企业形象塑造中的吉祥物应用研究

几千年来,吉祥文化构成了中华文化的重要内容,吉祥物更是人们对吉祥追求的重要表现形态。企业吉祥物直接体现出企业的发展目标与追求,它不仅再现企业精神与文化,更由此带动企业形象识别、市场扩展与竞争力提升。对于一个拥有五千多年文化底蕴的文明古国而言,用吉祥文化引领与促使更多企业吉祥物的形成,用吉祥物塑造出完整及特质的企业形象,无疑将对我国的企业发展与文化繁荣起到巨大推动作用。

For thousands of years, auspicious culture has constituted the important contents of Chinese culture, and mascot is an im- portant manifestation for people to pursue the auspicious life. Enterprise mascot directly reflects the enterprise＇ s development goals, which can not only reproduce the enterprise purpose in spirit and culture, but also recognize the enterprise image, expand the market and promote its competition. As for the country with five thousand years of civilization, the auspicious culture will undoubtedly promote our enterprise development and prosperity of our cuhure, encourage more enterprises to shape their mascots and create the integrity and characteristics of the enterprise images.