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1、趋利避害 《孙子·作战篇)说:“故不尽知用兵之害者,则不能尽知用兵之利也”,这种根本性的利害权衡是战略性的。利害关系是和竞争双方的胜败紧密联系的,“趋利避害”既是企业形象竞争之手段,也是企业形象竞争之目的。 企业形象竞争活动中,利害关系是辩证的,有利必有害,有害必有利;利可转化为患,患可转化为利。为此,企业形象竞争,一方面要“杂于利害”,“在利思害,在
1. Towards profit and avoidance of harm “The grandson of warfare” said: “The people who don’t know what to do with the soldiers can’t know the benefits of employing them.” This fundamental balance of interests is strategic. The interest relationship is closely linked with the victory and defeat of both sides of the competition. “Profit and avoidance of harm” is both a means of corporate image competition and a purpose of corporate image competition. In corporate image competition activities, the interests are dialectical, the benefits are bound to be harmful, and the harmful will be beneficial; the profits can be transformed into problems and the suffering can be transformed into benefits. To this end, corporate image competition, on the one hand, must be “contaminated” and “in the interest of harm, in