形象本身是个复杂的多面体,而塑造形象的关键是形象定位。以常被提及的经济组织而论,形象要素大致就包括了产品质量、价格、服务水准,以及经营方针、管理水平、员工素质、办事效率、商标名称和办公设施等等。要塑造得各要素完美无缺,是象要求人要完人一样不可能;对各要素平均使用力量,又象十个指头按十个跳蚤一样劳而无功。比较明智的办法是挑选最具生气的局部形象进行强化和放大,突出个性,以争取公众的指定选择。这就是形象定位。 The image itself is a complex polyhedron, and the key to shaping the image is the image orientation. As far as the economic organizations are often mentioned, the image elements generally include the product quality, price, service standards, as well as management policies, management level, staff quality, efficiency, brand names and office facilities and so on. To make every element perfect, it is as impossible as asking one to be perfect; to use the power evenly for each factor, and to do the same for ten different fleas. A more sensible approach is to choose the most livelier local image to strengthen and amplify, highlighting individuality in order to win the public’s designated choice. This is the image orientation.