企业高位竞争中CI战略的再讨论

随着知识经济的到来,市场竞争的脚步已跨过了价格竞争、质量竞争和服务竞争的阶段,企业已经进入形象竞争的时代.任何一个企业要想在企业高位竞争中取胜,甚至是生存发展,都必须塑造良好的企业形象,这已成为当今企业管理者的共识.但在知识经济环境下,企业在竞争中实施CI战略时遇到了许多障碍,甚至有人开始怀疑CI的价值,因此,有必要对CI战略进行再讨论.

A Further Discussion of CI Strategy in High-level Competition of Corporation

With the coming of knowledge economy, striding over the stages of price competition, quality competition and service competition, the market competition has entered the age of corporate image competition. Today, it is the common opinion for corporation managers that any corporation which wants to succeed or even survive and develop must shape good corporate image. But under the circumstance of knowledge economy, corporations came across many obstacles when they carried CI strategy into execution; so someone doubts the value of CI. Therefore, it is necessary to discuss CI strategy again.