试论在市场经济中如何塑造企业形象

在当今激烈的市场竞争中，企业形象直接关系到企业的兴衰胜败。现代企业参与市场竞争的内容，已不局限于产品数量、质量、价格等方面，而是企业整体性的竞争，即企业文化──企业精神──企业形象的竞争。本文在概述企业形象的内在涵义和构成要素的基础上，着重探讨如何塑造良好的企业形象。

ON HOW TO CREATE THE IMAGES OF AN ENTERPRISE UNDER THE MARKET ECONOMY

In today's fierce competition under the market economy,the images of an enter-prise are of vital importance to the enterprise's ups and downs,and even to its life anddeath.Now the contents of the participation by a modern enterprise in the market compe-tition involve not only the quantity,quality and price of its products,but also the cul-tures,spirits and images of the enterprise itself,which means the competition of the en-terprise as a whole. The thesis emphatically probes into the question on how to create thesound images of an enterprise under the market economy while giving the intention and theessential elements of the"images"of an enterprise.