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企业形象是指人们通过企业的各种标志(如产品特点、行销策略、人员风格等)而建立起来的对企业的总体印象。良好的企业形象有助于企业获得更好的发展空间,具有更好的发展前景,竞争促进市场进步的同时也同样对于企业形象提出一个严峻的问题,例如品牌的模仿,品牌标志的模仿,品牌模式的模仿等等,这都是建立在企业形象大平台下的一种短期奏效的竞争模式,市场经济运作的规律导致这种现象的出现,同时也会轻易间扼杀这种现象。
Corporate image refers to the overall impression on the enterprise that people establish through the various signs of the enterprise (such as product features, marketing strategies, staff style, etc.). A good corporate image will help enterprises to get a better space for development and have better prospects for development. While competition will promote market progress, they will also pose a serious problem for corporate image, such as brand imitation, imitation of brand identity, brand name Imitation of models and so on are all based on a short-term, competitive model built on the corporate image platform. The law of market economy leads to this phenomenon and at the same time it is easy to stifle this phenomenon.