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近年来,随着国际经济合作的密切,中国社会主义市场经济体制的运行,国外的许多经营管理方式相继传入中国。企业形象战略就是一种从国外传来的先进的经营管理方式,它50年代起源于美国,60-70年代传入日本,近年来引进到我国,被国内诸多大中型企业所采用。如何使这个新的经营方式与中国的国情相结合并发挥其优势,是一个值得深入思考的问题。实施企业形象战略就是企业通过内部营造向社会展示良好的个性形象,从而赢得竞争优势的谋略。它立足于企业的长远利益,紧密围绕经济效益这个目标,广泛深入的运用企业精神营造其内部形象和外部形象。这种战略要求企业具有被社会所认可的价值取向,要求企业具有独特的经营方针和行为活动方式。因此在实施企业形象战略过程中,必须注意以下几点:一、企业管理工作者要提高创新素质。企业形象战略要求企业的各个方面统一化、同一化、个性化,
In recent years, with the close international economic cooperation, the operation of China’s socialist market economy system, many foreign operations and management methods have been introduced into China. The corporate image strategy is an advanced management and management method from abroad. It originated in the United States in the 1950s and was introduced to Japan in the 60s and 70s. It has been introduced to China in recent years and has been adopted by many large and medium-sized enterprises in China. How to combine this new mode of operation with China’s national conditions and bring its advantages into full play is a question worthy of deep thinking. The implementation of a corporate image strategy is an enterprise’s strategy to win a competitive advantage by displaying a good personality image to the society through internal construction. It is based on the long-term interests of the company and closely focuses on the goal of economic efficiency. It uses extensive and in-depth enterprise spirit to build its internal image and external image. This strategy requires companies to have a socially-recognized value orientation and require companies to have unique operating guidelines and behavioral activities. Therefore, in the process of implementing corporate image strategy, we must pay attention to the following points: First, business management workers must improve the quality of innovation. Corporate image strategy requires that all aspects of a company be unified, identical, and personalized.