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社会主义市场经济,就是社会主义的竞争经济。当经济发展到一定程度,现代技术和管理使企业产品之间的差异在缩小,企业竞争的焦点,将由产品竞争逐渐转向企业形象竞争,这将是我国下世纪市场竞争的基本趋势,也是企业跨世纪战略的基本特征。这里述及的企业形象,由三个内涵构成:①理念系统,主要包括企业的经营宗旨,社会责任及价值观;②行为系统,主要包括企业的生产方式、经营方式、服务方式、管理人员的奉献行为、职工对社会公益事业的态度、企业与客户或社会发生矛盾时的处置方式等;③视觉识别系统,主要包括企业的环境、企业的名称及招牌、产品的名称、商标、建筑物、代表色、企业标识、产品包装、广告的图文等。三者相互推衍,相辅相成。其中理念系统是企业的灵魂,行为系统和视觉标识系统是依据理念系统,分别通过人(个人或整体)的行为和物的形态来树立企业的形象。
The socialist market economy is a socialist competitive economy. When the economy develops to a certain degree, modern technology and management will reduce the gap between enterprise products. The focus of enterprise competition will gradually shift from product competition to corporate image competition. This will be the basic trend of China’s market competition in the next century, and it will also be a corporate cross. The basic features of the strategy of the century. The corporate image mentioned here consists of three connotations: 1 Conceptual system, which mainly includes the business purpose, social responsibility and values of the company; 2 Behavioral system, which mainly includes the production methods, management methods, service methods, and management personnel’s dedication of the company. Behaviors, employees’ attitudes toward social welfare undertakings, and the manner in which they are in conflict with customers or society; 3 visual identification systems, including the company’s environment, the company’s name and name, product name, trademarks, buildings, and representatives. Colors, corporate logos, product packaging, advertising graphics, etc. The three are mutually reinforcing and complement each other. The concept system is the soul of the company. The behavior system and visual identity system are based on the concept system. They establish the image of the company through the behaviors of individuals (or individuals) or the whole.