企业形象塑造在为国外许多企业成功运作并形成专门理论之后,近年来开始为国内更多的企业所瞩目,“塑形”浪潮由沿海城市向内地扩展,已呈迅速蔓延之势。塑造具有时代特征、中国特色、自身特点的良好企业形象对企业走向市场、跨出国门、商战致胜的至关重要虽已日渐成为共识,对企业形象塑造的研究工作也取得了一些突破性的进展,但企业“塑形”不说全国,即使是一方区域,发展也很不平衡,存在着一些值得注意的倾向。其一,西洋化,即偏重 CIS。CIS 是国外盛行的企业形象塑造战略,完全着眼于 After many enterprises in foreign countries have successfully operated and formed specialized theories, the corporate image has begun to attract the attention of more domestic enterprises in recent years. The wave of “shaping” has expanded from the coastal cities to the interior, and it has shown rapid growth. Creating a good corporate image with the characteristics of the times, Chinese characteristics, and its own characteristics is crucial for the company to go to the market, go abroad, and win business battles. Although it has become a consensus, research on corporate image creation has also made some breakthroughs. However, the enterprise “shaping” does not speak of the whole country. Even if it is a region, the development is very unbalanced, and there are some tendencies to be noticed. The first is Westernization, which emphasizes CIS. CIS is a predominant corporate image-shaping strategy in foreign countries that focuses entirely on