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企业把塑造良好的形象作为发展战略,是市场经济和社会化大生产的必然要求。企业形象战略被普遍重视和实施,孕育着一场企业革命的到来。良好的企业形象是推动企业长远发展的强劲动力和市场竞争致胜的重要法宝,对企业实现经营目标和经济效益有着举足轻重的作用。从市场角度看,任何商品都是被认知、获得好感、受到信赖后才产生购买动机的。因此,市场竞争不仅是产品质量、价格的竞争,同时也是品牌、信誉的竞争。从某种程度上讲,“商标和公司的形象变得比产品和价格更为重要”。企业形象作为巨大的无形财富受到广泛重视。在发达国家,一些企业把塑造独特、良好的企业形象作为追求目标,不惜投入巨额资金,通过实施CIS战略,塑造了一大批驰名世界的
As a development strategy, enterprises take a well-established image as an inevitable requirement of the market economy and socialized production. The corporate image strategy is universally valued and implemented, gestating the arrival of a corporate revolution. A good corporate image is an important magic weapon that promotes the long-term development of the company and a key to success in market competition. It plays a decisive role in achieving business goals and economic benefits. From the market point of view, any commodity is perceived as a product, has a good feeling, and is trusted to generate a purchase. Therefore, market competition is not only the competition of product quality and price, but also the competition of brand and reputation. To a certain extent, “trademarks and company’s image become more important than product and price.” Corporate image is widely valued as a huge intangible asset. In the developed countries, some companies regard the creation of a unique and good corporate image as their goal, and they have invested huge sums of money to create a large number of world-renowned CIS strategies.