煤炭企业形象塑造存在的问题及对策

Problems and Strategies Concerning Image Molding of Coal Enterprises

煤炭企业由于长期受国家计划保护 ,其企业形象的塑造存在着一些问题。主要是 :企业名称带有军事化色彩 ,缺乏个性化 ,不利于抓住公众的注意力 ;产品长期以来以原煤为主 ,形不成产品线 ,没有树立起产品的品牌 ,基本上没有商标 ,因而不能通过塑造产品品牌来塑造企业形象 ;企业制度计划经济的成分过多 ,现代企业经营管理制度仍未建立起来 。

There are some problems in molding image ofcoal enterprises because they have been protected by the plan of the nation over a long period of time.The main problems are:the names of the enterprises with military characteristics and withoutspecific charac- ter is disadvantageous to draw the public' s attention;the product is mainly raw coal in a long term,which can' t form the line of products;the brand of the products has not been established and there are few trademarks,so it is impossible to mold image of the enter- prises by creating famous brand of the products;the planned economy occupies too much in the enterprise system;and modern operating and managing system has notbeen setup, so the enterprises can' ttake part in the market competition in an operating and managing way of modern enterprises.