任何企业在社会环境中生存与发展。客观上都有一个形象问题。企业形象,是指社会公众和企业职工对企业的整体印象和评价。这种印象和评价不仅是企业的外部形状,而且是人们对该企业整体认识后形成的总印象。在商品经济迅速发展、竞争日趋激烈的情况下,企业形象的好坏,直接关系到企业经营的成败,关系到企业的命运和前途。(一)企业的整体形象是从由各个构成要素体现出来的。一般包括无形的形象,如企业精神、经营管理水平、效率、信誉等;有形的形象,如产品质量、技术装备、资金实力、经济效益、厂容厂貌、商标、广 Any company survives and develops in a social environment. Objectively, there is an image problem. Corporate image refers to the overall impression and evaluation of the public by the public and enterprise employees. This kind of impression and evaluation is not only the external shape of the company, but also the general impression that people have formed after they have known the company as a whole. With the rapid development of commodity economy and increasingly fierce competition, the quality of corporate image is directly related to the success or failure of business operations and the fate and future of the company. (1) The overall image of a company is reflected by its various constituent elements. Generally include intangible image, such as enterprise spirit, management level, efficiency, reputation, etc.; tangible image, such as product quality, technical equipment, financial strength, economic benefits, factory appearance, trademarks, wide