【作者】 邹名远；

【导师】 林国建；

【作者基本信息】 哈尔滨工程大学 ， 马克思主义理论与思想政治教育， 2002， 硕士

【摘要】 现代企业的长远发展离不开精心筹谋的企业战略，而企业欲求得市场与消费者的接受，更需要构建一个吻合时代、适合自身、契合企业周围关系者心理预期的企业形象，由此才能在日益激烈的市场竞争中脱颖而出，从而带动企业的加速发展。企业形象在新经济形态下如何构建与提升，以适应社会和经济环境，是摆在企业界和学术界面前的重大时代课题和任务。本文选择以此为研究方向，试图通过对新经济时代下企业形象塑造的深入研究，剖析我国企业形象建设存在和面临的主要问题，探讨并做出有实际意义的运作方案，为中国企业参与市场竞争提供有益的参考。 本文通过对新经济形态下企业形象的构建，包括新经济形态下企业形象的内容设计、管理规划的论述，新时代东西方企业形象构建与提升的比较研究，新经济形态下各类企业的形象塑造以及新经济形态下企业形象的提升实务，多层次、多角度地概括了新经济形态下企业形象构建及提升的战略内容，并结合详实的案例和具体化的实战策略，丰富了课题的理论研究成果，提供了先进的实际操作方略。更多还原

【Abstract】 The long-term plan of the modem enterprises cannot develop without the enterprise strategy.The enterprises should construct the enterprise figures which coincide with the times, suit themselves and correspond to the relations around ones,if they want to get the acception from the market and the consumers.thus, they can show themselves talent in the increasing market competition and give an impetus to the development of the enterprises.How to construct the enterprise figures in order to suit the social and economic environment under the new economic formation is an important subject and the task confronting the enterprise circles and academic circles.The paper tries to have a deep study on the mould of the enterprise figures under the new economic formation,analyses the main problems in the construction of the enterprise figures,discusses and makes out the measures with the practical signifcance and affords Chinese enterprises useful reference in the market competition.The thesis summarized the strategic content about the enterprise figure construction and promotiom under the new economic formation in many aspects, and provided advanced practical operation tactics by the detailed examples.The main study includes the content design of the enterprise figure,the discussion of the management programme, the comparative study on the enterprise figure construction and promotiom between Hasten and Weasten in the new age,the figure mould in the various enterprises under the new economic formation.更多还原