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企业形象对于企业十分重要。如果企业的形象不佳,这个无形的影子一定会影响到其生产的产品,无论产品的质量多么的好,也在劫难逃。陶氏化学公司(DowChemical)因生产用于制造燃烧弹的凝固汽油,给公众留下的印象很深,后来该公司推出的厕所清洁剂的销售因此而大受拖累。通用电器公司(General Electric)一直以来都给了消费者以“冷冰冰的”形象,为改变这种情况,公司花费了大量的资金和精力,精心构思和安排了一系列的形象推介和促销活动,都是为了在消费者的心目中树立起通用电器温暖而关切的形象,公司的口号是:“我们愿为您的生活带去温馨与快乐。”良好的企业形象不仅在推销产品时至关重要,在筹集资金或同政府机构打交道时同样不可忽视。在出售公司资产时,形象恐怕是首要被考虑的因素。另外,良好的公司形象有助于提振公司内部的商业道德水平。
Corporate image is very important to the enterprise. If the poor image of the enterprise, this invisible shadow will affect the production of its products, no matter how good the quality of the product, but also hard to come by. Dow Chemical left a deep impression on the production of solidified gasoline used in the manufacture of combustion bombs, and the sales of toilet cleaners introduced by the company have since come a long way. General Electric has always given consumers a “cold” image. In order to change this situation, the company spent a great deal of money and energy, carefully conceived and arranged a series of image promotion and promotion Activities are to consumers in mind to establish the General Electric warm and concerned about the image, the company's slogan is: “We are willing to bring warmth and happiness to your life. ” A good corporate image not only selling products Is of the utmost importance and must not be overlooked when raising funds or dealing with government agencies. When selling a company's assets, the image may be the primary factor to be considered. In addition, a good corporate image helps boost business ethics within the company.