企业形象战略研究 毕业论文.docVIP

企业形象战略研究 中文摘要 企业形象战略在八十年代流行于发达国家，九十年代初期传入中国，经历了时髦、喧嚣、沉寂等几个阶段。本文作者审视企业形象战略在中国传播的这种现象时常常想到一个问题，是什么原因导致企业形象战略在中国的传播表现为由冷而热，由热而冷?本文在查阅了国内外大量有关文献的基础上，结合中国企业实施企业形象战略的实践，对该问题进行了系统的分析与阐述。 本文首先在全面掌握有关文献资料的基础上分析了企业形象理论的形成与发展过程，对企业形象理论进行了较为全面的综述，并介绍、比较、分析了主要的具有代表性的观点；其次，在企业形象综述的基础上，对塑造企业形象的战略进行了分析，揭示企业形象战略的属性与特征在于其“整体性”、“长期性”、“综合性”以达到别的企业“难以模仿”的目的；再次，针对企业形象战略实旋中的误区与问题， 进一步对实施企业形象战略的操作层面进行了阐述与分析。提出企业形象塑造“两步走”的实施框架；最后，分析的视野转向企业形象战略在中国的传播与发展，并具体分析了万科企业股份有限公司实施企业形象战略的案例。 关 键 词: 企业形象、CIS系统、识别、战略 Abstract Started to prevail in western developed countries in the 1 980s，the theory of corporateimage strategy found its way into China in the early 1990s，tmdergoing several stages offashion，din and still．The author of this thesis gould not ponder over the reasons behindthe cycling of the strategy shifting from cold to hot，and then from hot to cold，butexamined its spread in China．To find an answer，the author presents in this paper systematic analysis and elaboration of her own，on the basis of consulting lots ofdomestic and foreign literature，and against the very practice of China’S enterprisescarrying out the strategy． Firstly,with as its base a considerable knowledge of the related literature，an analysisiS made about the formation and development procedures of the SO．called corrIorateimages．Also discussed and compared are some main and representative points of viewon the image．Secondly,after a comprehensive discussion about the corporate images，this part focuses on an analysis on the strategy of modeling corporate images．In termsof its characteristics and features．it is pointed out that the image strategy is embodiedin its“entirety,long-term，comprehensiveness and non—imitativeness”．Next part iscentered round the series means of strategy implementation and tends to deal with thefailures and problems emerged in its practice．Finally,it is more oriented toward ananalytic examination on the image strategy’S spread and development in China，and thecorporate image strategy ofVanke Co．