文档介绍：良好企业形象的塑造研究
内容提要
21世纪的今天,由于市场竞争的炽热化和机遇面临的紧迫感,正使越来越多企业决策人开始了企业形象的思考:通过什么办法对公众去阐述“自己所经营的是一家什么样的公司?”,或者对员工解释“你所服务的企业是一家什么样的企业?”。在这一时代的呼唤下,企业形象这个词便出现了。在企业的形象竞争中,良好的企业社会效益能极大地提高企业形象的竞争力,并带来巨大的经济效益。有数据表明,企业形象设计投资小,效益大。据国际设计协会统计,企业形象设计若投入1美元,可获得227美元的收益。
随着改革开放向纵深发展,CIS企业识别系统这个舶来品,从开放的窗口悄悄地传进中国,伴随着改革的浪潮由南向北,由东向西波浪式逐步推进。它不仅得到社会(尤其是企业界)的广泛认同和接纳,并掀起一股学习、普及、探索、试验的热潮,而且已逐步发展为一门专门的社会职业---企业形象设计。但是,从目前中国企业导入CIS的情况看,远不象人们所想象的那么乐观,而且出现了严重消而不化的现象,也可以说是步履维难。由于缺乏科学、全面、系统的CIS理论的正确指导,一些形象设计策划公司在专业人员严重匮乏的情况下承担设计策划任务,加上一些企业对CIS的性质、运作和作用都缺乏全面的了解和掌握,直接导致了认识和行为上的误区。

本文就企业形象的主要塑造方式---CIS作出详细阐述。首先从理论上对CIS及其内涵作出解释,进而在此基础上以麦当劳的CIS战略为切入点来说明现代企业是如何来塑造企业形象的,最后以美国和日本的CI导入历程来进一步说明我国企业在企业形象及CI上的问题,并提出相应的建议。
关键词:企业形象 CIS CI
Abstract
In the 21st century today, because blazing to take and sense of urgency that opportunity face of petition, making more and more enterprise's policymakers begin the thinking of the corporate image: Through what way to explain " what kind pany the public oneself manage "? ", Or explain " what kind of enterprise to the staff enterprises which you serve are "? ". Under call of era this, corporate image this word presented . In the petitions of enterprises, the good enterprise social benefit can improve petitiveness of the corporate image greatly , and bring the enormous economic benefits. There are data that indicate , it is little to design investment in corporate image , benefit is heavy . Design according to world association count , corporate image is it drop 1 into to design , can obtain dollar es.

As reform and opening- up is developed in depth, this thing from abroad of CIS enterprise's recognition system, spread enter China silently from open window , follow tide of reform from south to north, move forward progressively wave upon wave from east to west. It not merely gets the extensive approval of the society (especially business circles ) and admits, and raise a whiff of upsurge studied , popularizing , exploring , testing , and has already developed