摘要:在现代经济环境下，企业之间的竞争日益激烈，竞争内容不再仅仅满足于产品力竞争和销售力竞争，而是向企业的形象力竞争转变。越来越多的企业认识到良好的企业形象是企业一项重要的无形资产，是现代社会企业获得持续竞争优势的重要手段。越来越多的企业管理者和有关学者关注于企业形象，关注于企业形象塑造行为的选择研究。尤其在当今社会，企业处在一个内外部经济形势严峻、企业寻求生存的和发展的欲望极其强烈的后危机时期，企业形象的作用日益凸显。本文在全球性金融危机趋于缓和的时代背景下，基于形象塑造理论，研究企业行为方式的选择，力求实现后危机时期企业的恢复和成长。文中分析了后危机时期企业形象行为的特点以及其重要意义，探讨了企业形象塑造行为的途径和实现方式，以期树立良好的企业形象，在危机中求得生存和发展。
关键词：后危机时期；企业形象；形象塑造；企业行为
Abstract: Under the environment of the modern economy, the competition between different enterprises is fierce increasingly. The competition is no longer merely content in the products content and marketing power competition, but the image competition. More and more enterprises realize that good enterprise image is intangible assets for a enterprise. It is a important aspect to gain advantage in the modern society. More and more enterprises managers and scholars focus on enterprise image and focus on researching the choices of enterprise image shaping behaviour. Especially after the crisis enterprises is in an grim internal and external economic situation and enterprises have very strong desire of seeking survival and development . The enterprise image plays a more important role. This paper chooses post-financial-crisis era as background. It researches different choices about enterprise behaviour based on the theory of image-building. This paper analyses characteristics and significance of enterprise image-building behaviour. It discusses some ways of enterprise image-building behaviour to build good enterprise image and gain the chance of survival and development.
Key Words: post-financial-crisis stage , enterprise image , image-building , enterprise behaviour
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