摘要
互联网和电商背景下的企业形象具有更加核心和基础的地位;企业形象是企业战略、营销、管理、文化、内部形象等运作的总目标、总牵引机,是上述各方面的自然输出。企业实践已经升级,企业形象理论也需要与时俱进,进行适当的深化修正。
The corporate image in the context of the Internet and e-commerce has a more core and basic position.It is the overall goal and the general tractor of corporate strategy,marketing,management,culture,inner image and other operations,as the natural output of the aspects above.Enterprise practice has been upgraded,and corporate image theory also needs to keep pace with the times,to carry out appropriate deepening correction.
作者
刘虎
LIU Hu(International Business School,Shandong Vocational University of Foreign Affairs)
出处
《中国商论》
2021年第18期42-45,共4页
China Journal of Commerce
关键词
企业形象
企业战略
企业文化
企业管理
企业营销
互联网
电子商务
corporate image
corporate strategy
corporate culture
business management
corporate marketing
Internet
e-commerce