人有形象,企业也因种种表现在市场上形成独特的形象,而受到消费者喜爱或揶揄。从美国,IBM 公司在世界市场上脱颖而出.可口可乐公司行销的无往不胜,到日本著名电器制造商松下公司的辉煌成果等等诸多成功经验都证实了作为一个现代企业,若想在市场上独占鳌头,培养正确的企业形象价值观,是万不可漠视的重大课题。一个毫无个性,又格调平平的企业,必将在强烈的市场竞争中被湮没。但事实上,究竟企业形象是什么?它具有什么特质?它能达到什么功能?企业如何塑造自己的形象?许多人对这些问题莫衷一是,本文就此谈一点粗浅的看法。一、企业形象的界定及其起源据《现代汉语辞典》解释,形象是“能 People have an image, and companies have also become unique in the market because of their various performances. They are loved by consumers. From the United States, IBM company stands out in the world market. The success of Coca-Cola’s marketing, the brilliant achievements of the famous Japanese electrical appliance manufacturer Matsushita, and many other successful experiences have confirmed that as a modern enterprise, if you want to take the lead in the market, cultivate the right The value of corporate image is a major issue that cannot be ignored. A company with no individuality and evenness will certainly be obliterated in a strong market competition. But in fact, what is the corporate image, what are its characteristics, what functions it can achieve, and how does the company shape its own image? Many people are unwilling to deal with these issues. This article will talk about a few superficial views. I. Definition and origin of corporate image According to the ”Dictionary of Modern Chinese", the image is