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C.塑造企业形象是一个系统工程1.两大工程的三点差异其一,基础性工程投资相对较少,深化性工程投资较大。投资做广告和投资环境改造所费差异甚大,前者可以正确计算,后者只能结算。其二,基础性工程时间表清晰,深化性工程时间表难以确定。前者推出时间可以人为确定;后者推出时间也可以人为确定,但有效时间却难以确定,需要一个很长的时间。如有位美国学者称:“企业精神的形成少说也要10年时间。”其三,基础性工程见效快,深化性工程见效慢。名称、标识、广告等一经推出,容易产生轰动效应,但很快会被新的广告所淹没。相反,产品质量、公司环境、人员素质等,需要有一个聚沙成塔、积微成著的过程,这是一个长远的过程,其产生的效应是深远的,在一定时期内不会很快消失。
C. Shaping the corporate image is a systematic project. 1. There are three differences among the two major projects. Fundamental project investment is relatively small and investment in deepening projects is relatively large. Investment and advertising investment and investment environment reform costs vary greatly, the former can be calculated correctly, and the latter can only be settled. Second, the basic project schedule is clear, and it is difficult to determine the intensified project schedule. The time for launch of the former can be determined artificially; the time for launching the latter can also be determined artificially, but the effective time is difficult to determine and it takes a long time. If there is an American scholar who said: “The formation of the spirit of the enterprise is less than 10 years.” Third, the basic projects have quick results and the deepening projects have been slow. Once launched, names, logos, and advertisements are prone to sensational effects, but will soon be overwhelmed by new advertisements. On the contrary, product quality, corporate environment, and personnel quality need to have a process of getting together to form a tower and accumulate a product. This is a long-term process, and the effect it produces is far-reaching and will not disappear in a short period of time.