节点文献
企业形象塑造研究
【作者】 刘婧；
【导师】 任传霞；
【作者基本信息】 山东师范大学 ， 文艺学， 2013， 硕士
【摘要】 知识经济竞争的时代，企业形象对企业经营来说尤为重要，是否拥有良好的企业形象是企业成功的标志。自上世纪50年代企业形象建设兴起以来，历经了几十年的长足发展，在早期确实对企业发展起了极大的促进作用，给企业经营者带来丰厚的利润，但近些年来，由于模式的固化、盲目地跟风等原因，企业形象建设的发展遇到前所未有的挑战，到了不得不改革的地步。本文旨在为企业经营者指出一条新的企业形象塑造之路，共分为四部分。第一部分主要是介绍企业形象建设的相关概念（包括企业形象的内涵、企业形象与企业文化的关系、审美化企业形象等）、发展综述与现状，目的在于引出企业形象审美化建设这一主题。审美现代性的应用而生以及美的实用价值属性为审美与企业形象建设的有机结合提供了前提条件。另外，还说明企业形象审美化建设是发展的必然趋势，要趁这一大势所趋抓住机遇力求突破企业形象建设的瓶颈。第二部分通过论述企业形象识别系统（CIS）的审美化策划来阐明审美化企业形象的建设途径。首先对审美主体（消费者）及其心理结构进行分析；其次，从审美的角度分析企业形象识别系统（CIS）的三大层次，即理念识别（BI）、行为识别（BI）、视觉识别（VI），确立在具体的实施过程中该如何操作；最后把审美与企业形象识别有机结合，提出四大创建审美化企业形象的新途径：遵循审美变化规律、从审美角度充分了解企业形象识别系统（CIS）、提高CIS制定者与感受者的审美能力、不可忽视的民族审美心理差异。第三部分力图从传统文化中汲取养分，为审美化企业形象建设服务。通过对反功利价值观的重新界定、对无为态度的正确定位、对重共性轻个性的主次颠倒，为现代审美化企业形象建设提供合理性建议，并在此基础上，指出审美化企业形象建设应该传承的传统文化精华，例如：诚信文化、人本主义文化、和谐文化、创新文化等。第四部分从品牌角度开拓一条审美化企业形象建设的新途径。品牌是企业形象最直接的外显形式，品牌是企业与消费者之间的中介与桥梁，品牌是企业形象的载体，二者是内容与形式的关系，但目前我国品牌建设存在品牌管理策略缺乏、同质化现象严重、盲目进行品牌延伸等诸多问题，解决之道便是注入文化内涵，丰富品牌价值，走知名品牌之路。论文通过对企业形象识别系统（CIS）的审美化策划、汲取传统文化养分、打造优质文化品牌三大战略的研究分析，把审美与企业形象建设有机地融为一体，理论与实际相结合，突破了企业形象建设的瓶颈，为企业经营者完善企业形象提供了新的途径。
【Abstract】 The competition in the knowledge economy era, the corporate imageto the enterprise management is particularly important, whether they havegood enterprise image is the symbol of success.50years since the lastcentury since the rise of corporate image building, after decades of rapiddevelopment, in the early to the enterprise really played a great role inpromoting the development of enterprises, to bring the rich profit, but inrecent years, due to the mode of curing, blindly follow the trend of andother reasons, corporate image development encountered hithertounknown. Challenge, have to reform.The aim of this paper is to point out a new business enterprise imagemold Road, is divided into four parts.The first part is mainly to introduce the concept of corporate imageconstruction(including the connotation of corporate image, corporateimage and corporate culture, the relationship between the aestheticimages of enterprises), development and current situation, purpose of theled to the enterprise image aesthetic construction this one theme. Aesthetic modernity and applications of health and beauty for aestheticand practical value attribute of enterprise image construction organicunion to offer premise condition. In addition, also show corporate imageaesthetic construction is the inevitable trend of development, to takeadvantage of this represent the general trend to seize the opportunity tobreak through the bottleneck of enterprise image construction.The second part discusses the aesthetic and corporate imagerecognition system (CIS) effective fusion to elucidate the aestheticimage of enterprise construction ways. The aesthetic main object isanalyzed, especially the aesthetic subject aesthetic psychological structurechanges, then from the angle of aesthetic analysis of corporate imagerecognition system (CIS) of three levels, namely concept identification(BI), behavior identification (BI), visual recognition (VI), the aestheticand the enterprise image identification of organic union put forward fourto create the aesthetic image of enterprises new ways: follow aestheticchanges, learn from the aesthetic point of view the enterprise imagerecognition system (CIS), fully improve CIS makers and feel the aestheticability, can not be ignored the aesthetic psychological difference. The third part tries to draw nutrients from traditional culture,aesthetic corporate image construction services. Through the analysis ofthe image of a modern enterprise and the traditional culture in theutilitarian values, attitudes, common light weight inaction personalityconflicts, the modern enterprise image construction of traditional cultureshould be part of the contents of the re interpretation. At the same time,also explain aesthetic corporate image construction should inherit theessence of traditional culture, for example: honesty culture, humanisticculture, harmonious culture, innovation culture.The fourth part from the angle of brand development of abeautifying the new ways for the construction of enterprise image. Brandis the corporate image of the most direct and explicit form, the brand isthe enterprise image of the carrier, the two is the relation of content andform, but the present our country brand construction existence manyproblems, the solution is injected into the cultural connotation, rich brandvalue, brand road walk.Based on the three strategic research and analysis, the aesthetic andthe enterprise image construction organically com., combining theory with practice, break through the bottleneck in the construction ofenterprise image, for the enterprise operators to improve corporate imageto provide a new way.