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企业形象战略中经过十多年的鼓动与渲染,大部分的中国企业家对“企业形象”一说早已不再陌生,甚至都感觉到了一种时髦过后的“腻味”。不过平心而论,“企业形象”到底有多大的价值,它与企业生存与发展的利害相关到底有多深?这个疑团在务实的企业家们心里始终盘桓着,久久难以遣散。直到了80年代末,90年代初,中国经营界出现了品牌热、CI 热,以无形资产提升来拉动有形资产迅速增长的经营思路,似乎成了市场发展的必然,中国企业界这才真正感到了企业形象沉甸甸的份量并开始了他们认真的思索和实践。第五代管理观望国际,企业管理的内涵和形式总是
After more than ten years of agitation and rendering in the corporate image strategy, most Chinese entrepreneurs are no longer familiar with the “corporate image”, and even feel a “fatigued” after fashion. However, to be fair, what is the value of “corporate image” in the end, how relevant is it to the survival and development of the enterprise? The doubting team has always been entrenched in the hearts of pragmatic entrepreneurs, and it is difficult to disband for a long time. It was not until the late 1980s and early 1990s that the Chinese business community had emerged with branding and CI heat, and the business ideas of stimulating the rapid growth of tangible assets with intangible assets have increased. It seems that this has become the inevitable development of the market. This is what the Chinese business community really feels. The heavy weight of corporate image and began their serious thinking and practice. The fifth generation of management waits and sees international, the connotation and form of enterprise management is always