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在竞争日益激烈的现代市场经济中,顾客的选择日趋多样化,而促使其作出决定的,则很大程度上取决于产品形象和企业形象。因此,树立良好的企业形象,是推进企业经营战略的有力手段和实现战略目标的重要保证。良好的企业形象是一种比产品、市场和技术更为重要的战略资源,这已为我国众多企业所公认。企业形象战略的兴起,50年代源于美国,60年代进入日本,70年代到80年代逐渐形成世界潮流,80年代初出现在我国。这一战略的兴起,造就了相当一批以咨询设计为主的咨询、谋划公司,一批“形象专家”也应运而生,这些公司成为企业竞争中一支最具威胁的力量。如今,欧美一
In the increasingly competitive modern market economy, the choice of customers is becoming increasingly diversified, and to make its decision, it depends largely on the product image and corporate image. Therefore, establishing a good corporate image is an effective means of promoting the business strategy and an important guarantee for achieving the strategic goal. A good corporate image is a strategic resource that is more important than products, markets and technologies. This has been recognized by many enterprises in our country. The rise of corporate image strategy originated in the 1950s from the United States, entered Japan in the 1960s, gradually formed a global trend in the 1970s and the 1980s, and appeared in our country in the early 1980s. The rise of this strategy has resulted in quite a number of consultancy-based consulting and planning companies. A number of “image specialists” have also emerged as the most threatening force in the competition among enterprises. Today, Europe and the United States