企业形象是企业文化的一部分,是企业文化的展示和表现,是企业文化在社会或市场上的认知和评价。企业形象既然是社会公众对企业、企业行为、企业的各种活动所给予的整体评价和一般认定,那么企业形象的载体无非就是企业、企业行为和企业活动成果等三种。第一个载体是机构载体,主要展示的是企业名称、商标、厂徽、厂歌、厂房、厂内环境等等最外露、最直观的表现层现象。第二个载体是企业行为,企业行为的种类繁多,范围很广,主要包括:生产行为、管理行为、经营行为、营销行为、公关行为等,这些行为展示的是企业职工 Corporate image is part of corporate culture, corporate culture is the display and performance of corporate culture in the community or market awareness and evaluation. Since the corporate image is the overall evaluation and general recognition given by the public to various activities of enterprises, enterprises and enterprises, then the carrier of corporate image is nothing more than three kinds of enterprises, enterprise behaviors and achievements of enterprise activities. The first carrier is the institutional carrier, the main display is the company's name, trademark, factory emblem, factory song, plant, factory environment and so the most exposed, most intuitive performance layer phenomenon. The second carrier is corporate behavior, a wide range of corporate behavior, a wide range, including: production behavior, management practices, business practices, marketing practices, public relations activities, these acts show the employees