刍议企业形象在现代管理中的作用

A brief discuss on function of corporation image in modern management

随着国际化竞争时代的到来,企业之间的竞争已从产品的价格竞争、服务竞争延伸到企业形象的竞争,提高企业的知名度、美誉度成为企业管理中的重要课题。塑造良好的企业形象是一项系统工程,核心能力的提高是企业形象构筑的基石,CIS形象战略和整合传播的实施是企业形象塑造的有效手段,公关危机管理是企业形象维护的有力保证。

As the times of internationalization competition come, the business competition has extent form product price and serve competition to image competition.Elevation famous and recognition of corporation has thus become an important subject.It is a systems engineering that construct well corporation image.It is argued that elevation the core competence become the foundation stone of the corporation image, that implement CIS strategy and integrated communication become the effect measure to construct well corporation image, and that the crisis Public Relations management become the efficiency assure to maintenance well corporation image.