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企业形象是一个外向的概念,而企业形象的塑造则多属于内向的范畴,在理解企业形象的形成机制时,员工对本企业形象的认同及付诸的相应行为对企业形象的形成有着直接和重要的影响。员工的行为多元化的发展趋势使这个机制更趋复杂。员工的组行为对企业形象的形成有淡化的作用,同时,多元化员工的共处与融合也对鲜明的企业形象的形成有强化作用,成功的企业形象战略引入在于在员工多元化的背景下员工的协同行为对企业形象的强化。
Corporate image is an outward concept, while the corporate image is mostly introverted. When understanding the formation mechanism of the corporate image, employees’ recognition of the corporate image and the corresponding behaviors are directly and important to the formation of the corporate image. Impact. The diversified development trend of employees’ behavior makes this mechanism more complicated. The group behavior of employees has played a dilute effect on the formation of corporate image. At the same time, the coexistence and integration of diversified employees has also strengthened the formation of a distinct corporate image. The successful corporate image strategy is introduced in the context of employee diversity. The collaborative behavior strengthens the corporate image.