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1993年6月,广西北海市某公司以60万元巨价购得一大哥大吉祥号码“901888”,创全国电话号码拍卖之最。新闻媒介报道后,引起了广泛的关注和评论。企业的名虽然打出去了,但并没有产生预期的形象效果。究其原因何在呢?这就不能不触及企业形象的两个基本范畴:知名度、美誉度。知名度是指一个企业被公众知晓,了解的程度,是评价企业名气大小的客观尺度,侧重于“量”的分析和评价。美誉度是指一个企业获得公众欢迎、接纳和信任的程度,是评价企业声誉好坏的社会指标,侧重于“质”的评价,即企业社会影响,社会声誉的善恶,美丑,它体现于企业运行的各个层次,各个方面。良好的企业形象是知名度和美誉度的和谐统一。首先,知名度要以一定的美誉度为基础,方能保
In June 1993, a company in Beihai City, Guangxi Province purchased the Big Brother’s auspicious number “901888” for a price of 600,000 yuan, the highest number in the national telephone number auction. After the news media reported, it caused widespread concern and comments. Although the name of the company was put out, it did not produce the expected image effect. What are the reasons for this? This can not but touch on two basic areas of corporate image: visibility, reputation. Reputation refers to the degree to which a company is known and understood by the public. It is an objective measure of the size of a company’s reputation and focuses on the analysis and evaluation of “quantity.” Reputation refers to the degree to which a company gains public acceptance, acceptance, and trust. It is a social indicator that evaluates the reputation of a company. It focuses on “quality” evaluation, that is, corporate social influence, good and evil of social reputation, and beauty and ugliness. At all levels of business operations, all aspects. A good corporate image is the harmony and unity of popularity and reputation. First, reputation must be based on a certain degree of reputation.