| 企业形象及其定位 |
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| 引用本文： | 朱稼兴 牟旭涛. 企业形象及其定位[J]. 国际技术经济研究, 1998, 1(3): 29-36 |
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| 作者姓名： | 朱稼兴 牟旭涛 |
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| 作者单位： | 北京航空航天大学管理学院!北京,100083,北京航空航天大学管理学院!北京,100083 |
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| 摘 要： | 企业形象是企业作为一个社会组织在人们心目中的评价、感受和地位。它的塑造是一项系统工程．应实现“整体最优”与“企业实态”一致,杜绝“虚假形象”。企业形象定位就是确定战略观点,确定企业在市场中的位置．包括企业人员形象定位、公共关系定位和品牌形象定位。
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| 关 键 词： | 企业形象 定位 企业实态 CI理论 |
Corporate Image and Its Fixed Position |
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| Zhu Jiaxing, Mou Xutao. Corporate Image and Its Fixed Position[J]. Studies in International Technology and Economy, 1998, 1(3): 29-36 |
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| Authors: | Zhu Jiaxing Mou Xutao |
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| Affiliation: | Professor Master Beijing University of Aeronautic and Astronautic School of Management Beijing 100083 |
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| Abstract: | Corporate Image(CI) is the evaluation. sense and position for corporate acting as a social organization in people's mind's eye. It is a systems engineering to create CI. It ought to achieve the optimization as awhole. CI has to be consistent with the practical state of a corporate and puting an end to fictitious image.CI Location is refered to determine the Strategic View and to fix position of corporate in market. It involvesfixed position for image of staff. fixed position for image of public relations and fixed position for image ofgrade brand. |
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| Keywords: | Corporate Image Fixed Position |
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