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社会主义市场经济的进一步发展,给国有企业的发展提出了新的课题。这就是:实施有效的形象战略,努力塑造国有企业的形象。一、企业形象是企业的无形资产市场经济的显著特征之一是竞争。目前的竞争已经摆脱单一层次上的局部竞争,走向了不同层次上的全方位的整体实力的竞争。一个企业如果要在市场中显现出与其他企业的差异与优势,就必须突出展示自己的形象,增加社会对自己的了解。这种作为特种形象出现的优势,便是企业的无形资产,并为企业带来效益,据称,企业形象设计中每投入1元的资金,可获得227元的收益。国际市场经济的竞争和国内市场经济的发展,使国内的一些企业开始认识到塑造企业形象的重要性、紧迫性及其开发价值。他们开始进行企业形象的塑造,实施企业经营战略,并取得了成功。广东太阳神集团公司的前身仅是东莞市一家规模很小的乡镇企业,1988年委托设计公司全方位塑造“太阳神”整体形象, 短短几年时间,年产值以500多万元神话般地上升到10多亿元,长沙卷烟
The further development of the socialist market economy has raised new issues for the development of state-owned enterprises. This is to implement an effective image strategy and strive to shape the image of state-owned enterprises. I. Corporate image is an intangible asset of a company One of the prominent features of the market economy is competition. The current competition has been freed from partial competition at a single level and has evolved into a full range of overall strength competition at different levels. If a company wants to show its differences and advantages with other companies in the market, it must highlight its own image and increase its understanding of society. This advantage as a special image is the company’s intangible assets, and brings benefits to the company. It is said that for every dollar invested in the corporate image design, 227 yuan can be obtained. The competition in the international market economy and the development of the domestic market economy have led some domestic companies to begin to recognize the importance, urgency and value of developing the corporate image. They began to shape the corporate image, implement business strategy, and achieved success. The predecessor of the Guangdong Taiyang Group was only a small township enterprise in Dongguan City. In 1988, the design company was entrusted with designing the company in an all-round way to shape the overall image of the “sun god”. In just a few years, the annual output value was over 5 million yuan. Rising to more than 1 billion yuan, Changsha cigarettes