企业家形象资源运用的传播学分析

The Communication Analsis of Entrepreneur Resource Using

形象代言人策略是企业形象战略的一个重要组成部分。随着消费群体朝着多极化、多层次和多文化方向的分化,名人形象代言策略为企业所广泛实施,在中国,企业家作为形象代言人已经成为一种新的时尚。文章就企业家形象资源的运用从传播学的角度进行分析,解析积极功能及其存在的风险。

Spokesperson strategy forms an important component of corporate image strategy. Celebrity endorser strategy has been widely carried out, along with the differentiation of consumer group, manifesting as multi-polarity, multi--level and multi --culture. And entrepreneurs as the image spokesperson in China, has become a new fashion. This essay is studying on the positive functions of entrepreneurs as the image spokesperson and expounds its risks, from the perspective of communication studies.