中国水电企业在走出去历程中的形象塑造——以密松水电站为例

立足中国水电企业形象塑造现状,回顾企业形象塑造的现有文献,明确塑造工程企业良好形象的必要性和协同主体创新的可行性。根据联想网络理论,运用文献分析、案例分析、实地勘察和基层访谈等方法分析海外企业形象塑造困境,剖析国家、企业和项目部3类协同主体在实现工程品牌创新中的作用。提出完善考核指标和法规建设、加强公关和履行社会责任、提升环保意识和塑造有形化施工现场等中国水电企业形象塑造的对策建议。

Image shaping of China's hydropower enterprises in the process of transnational operation: Case study of Myitsone Hydropower Station

Based on the current situation of the image shaping of China''s hydropower enterprises, the existing lieratures are reviewed, and the necessity of the image shaping and the feasibility of collaborative innovation are determined. According to the associative network theory, the literature and case analyses, field investigations and primary-level talks are adopted to analyze the image-shaping dilemma, and the functions of three collaborative subjects, countries, corporations and project departments, are discussed. Finally, some countermeasures and advices are proposed for the image shaping of China''s large hydropower enterprises as follows: improvement of assessment indexes and establishment of laws and rules, strengthening of public relations and social responsibilities, improvement of environmental awareness and civilized construction.