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50年代中期,由美国IBM公司董事长T.wat-son首创“CorporateIdentity”即CI战略,我们称之为“企业形象”。企业形象是企业外部通过企业的各种标志(产品特点、营销策略、人员作风等)建立起来的对企业的总体印象。计划经济年代,企业如在深闺绣阁,由国家养着。到了市场经济,一个渴望成功的企业就像成熟待嫁的闺女,必须大大方方走到市场这位“公婆”面前去。怎样面对日益挑剔的“公婆”?自身素质固然重
In the mid-1950s, T.wat-son, chairman of the IBM Corporation of the United States, pioneered the “CorporateIdentity” or CI strategy, which we call “corporate image”. Corporate image is the overall impression of the company established by the company’s external signs (product features, marketing strategies, and staff styles). In the period of planned economy, enterprises such as Shen Xie Ge are raised by the country. To the market economy, a company that is eager for success is like a mature prostitute. It must go to the market in front of the “in-laws”. How to deal with the increasingly critical “middle-pore”?