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企业形象塑造属于企业文化建设活动,其哲学问题是表和里、外和内的关系问题。 企业形象要素,首位的是它的内在素质。这是企业内在的东西,通过各种标识,通过宣传,展现给外界。内在的东西,不宣传,人家不一定知道。所以,内在素质和对外宣传,两方面都是重要的。但相对来说,内在素质更为重要。如果内在素质不高,就不会有良好的外部形象。即使暂时给公众留下了好的印象,也是形式主义的,不会有真正的生命力。有内在素质的依托,这样树起来的企业形象才是持久的,有生命力的。
The shaping of corporate image belongs to corporate cultural construction activities. Its philosophical issues are the relationship between the table and the inside, outside and inside. The corporate image element, the first is its internal quality. This is something that is internal to the company. Through various kinds of logos, it is displayed to the outside world through publicity. The inner things are not advertised, and people do not necessarily know. Therefore, both internal quality and external publicity are important in both aspects. But relatively speaking, the inner quality is more important. If the internal quality is not high, there will be no good external image. Even if it leaves a good impression on the public for the time being, it is also formalist and will not have real vitality. Relying on internal qualities, such a corporate image is only lasting and vital.