综观中外,凡是取得良好经营业绩和充满生机活力的企业,无不是以塑造良好的企业形象为前提的。然而,时至今日,仍有一些企业家还没有意识到企业形象是企业的重要资源,对提升企业形象与拓展市场,提高竞争能力和经济效益之间的有机联系,缺乏正确的认识。鉴此,本文拟对提升企业形象的必要性、影响企业形象的主要因素及实施企业形象管理的具体措施等方面作粗浅的探讨。一、提升企业形象是市场经济的客观要求企业形象,是消费者对一定企业的印象和看法,也是一种态度。企业形象同品牌形象一样,早已成为消费者购买商品时的最重要指标。因此,企业形象也是消费者对企业整体素质的评价。在市场经济条件下,企业是相对独立的商品生产者和经营者,其生存 Looking at China and foreign countries, all companies that have achieved good business performance and are full of vigor and vitality are all based on the premise of a well-established corporate image. However, today, there are still some entrepreneurs who have not realized that corporate image is an important resource for enterprises. They lack the right understanding of the organic links between the promotion of corporate image and market development, and the enhancement of competitiveness and economic efficiency. In view of this, this paper intends to make a cursory discussion on the necessity of enhancing the corporate image, the main factors affecting the corporate image, and the specific measures for implementing corporate image management. I. Upgrading corporate image is an objective corporate image of the market economy. It is the impression and opinion of consumers on a certain company, and it is also an attitude. The corporate image, like the brand image, has long been the most important indicator for consumers when buying goods. Therefore, corporate image is also the consumer’s evaluation of the overall quality of the company. Under the conditions of a market economy, enterprises are relatively independent producers and operators of commodities and their survival.