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2. The following paper documents were found in the abstracts such as "NPC copy materials"
[1] Hu Jintao's five public relations concepts for developing relations across the Taiwan Strait-Public Relations World Magazine.
[2] On the current situation and suggestions of public crisis management in China-Journal of Management Observation
3. The following electronic documents were found in the national periodical database of China National Digital Library (CNKI)
[1] On the similarities and differences between corporate culture and corporate equity.
[2] Research on crisis management of public-private relations in enterprises
Image and corporate image
From the psychological point of view, image is the overall impression of something formed in people's brain through various sensory organs such as vision, hearing, touch and taste. In short, it is perception, that is, the reproduction of various feelings. It is important to know that image is not the thing itself, but people's perception of things. Different people's perception of the same thing will not be exactly the same, so its correctness is influenced by people's consciousness and cognitive process. Because consciousness has subjective initiative, different images of things in people's minds will have different effects on people's behavior.
Corporate image is the overall feeling, impression and cognition of the enterprise inside and outside the enterprise, and it is a comprehensive reflection of the enterprise situation.
On the basis of impression and people's judgment, a public attitude with internality, tendentiousness and relative stability is formed. Only the positive or negative attitude of most people can form public opinion. Public opinion repeatedly affects the human brain through mass media and other channels (such as people's dialogues and expressions). ), and finally affect people's behavior. There are good and bad corporate images. When an enterprise has a good corporate image in the public, consumers are willing to buy products or accept services provided by the enterprise. On the contrary, consumers will not buy the products of enterprises, nor will they accept the services provided by enterprises. Whether the corporate image is good or not cannot be generalized. Most people think that a company is good, but others may feel bad. This bad image will decide that he or she will not accept the company's products or services. Nothing can pursue perfection, so we must grasp the main aspects of contradictions here and understand and grasp the corporate image as a whole.
2. Classification of corporate image
There are many ways to classify corporate image. According to different classification standards, corporate image can be divided into the following categories.
(1) The internal image and external image of the enterprise. This is divided by the internal and external performance of the enterprise. For example, when we observe a person, there are internal temperament, external appearance, body shape and corporate image. Internal image mainly refers to the invisible and intangible parts such as enterprise goals, enterprise ideas, enterprise spirit and enterprise ethos, and is the core part of enterprise image. External image refers to the visible and audible parts such as enterprise name, trademark, advertisement, factory building, factory song, product appearance and packaging, ceremony and public activities. , is the external performance of the internal image.
(2) the real image and imaginary image of the enterprise. This is divided according to subjective and objective attributes. Real image can also be called objective image, which refers to the actual concept, behavior and material form of an enterprise. It is an objective existence that is independent of human will. Such as production and operation scale, product and service quality, market share, output value and profit, etc. All belong to the true image of the enterprise. Reaction image is the subjective impression of users, suppliers, partners, internal employees and other enterprise stakeholders on the whole enterprise, and it is the image produced by real images through media and other channels, just like we look at an object in the mirror and get a virtual image.
(3) the internal image and external image of the enterprise. This is divided according to the scope of recipients. The external image is the public's cognition of the formation of the enterprise other than employees, and the corporate image we generally refer to mainly refers to this external image. Internal image refers to the overall feeling and understanding of all employees in an enterprise. Because employees are in the enterprise, they can not only feel the external attributes of the enterprise, but also fully feel the internal attributes such as enterprise spirit and ethos, which is conducive to the formation of a fuller and deeper corporate image; However, if there is a lack of internal communication, employees often only pay attention to one aspect, and they can't see the overall image of the enterprise, which is quite a feeling of "not knowing the true face of Lushan Mountain". We believe that the internal image has a small range of recipients, but it plays a great role, and it has the same important position as the external image and cannot be ignored.
(4) The positive image and negative image of the enterprise. This is divided according to the different evaluation attitudes of the public to the corporate image: the part that the public agrees with or affirms the corporate image is a positive image, and the part that refutes or denies it is a negative image. The corporate image of any enterprise is composed of positive and negative aspects. In other words, the corporate image should be divided into two parts, and any rational individual in the public will see both the positive and negative images of the enterprise. For enterprises, on the one hand, efforts should be made to expand the positive image, on the other hand, efforts should be made to avoid or eliminate the negative image. These two aspects are equally important, because it is often not the positive image that decides users to buy a certain enterprise product or accept a certain service, but the negative image that makes them refuse to buy the enterprise product or accept its service.
(5) The direct image and indirect image of the enterprise. This is divided according to the media channels for the public to obtain enterprise information: the corporate image formed by the public through direct contact with the products and services of the enterprise and personal experience is a direct image, while the corporate image obtained through the mass media or through the personal experience of others is an indirect image. It is very important to divide the corporate image in this way. If users see rough packaging and backward design when buying goods, they are also defective and dissatisfied when trying out. No matter how good the product is, no matter how good the enterprise is, he will definitely not buy it, because the direct image can determine the image of the whole enterprise more than the indirect image. Some enterprises think that establishing corporate image can only rely on advertising, without paying attention to improving product quality and service level, that is, they only see indirect image and ignore direct image.
(6) The dominant image and auxiliary image of the enterprise. This is divided according to the degree of public concern about corporate image factors: the corporate image that the public is most concerned about constitutes the dominant image because of water, and other general factors constitute the auxiliary image. For example, the quality that the public is most concerned about (image, color, sound quality, etc.). ) and the price of TV sets (whether it is fair or not), so the quality and price of TV sets constitute the leading image of TV factories, while the enterprise concept, staff quality, enterprise scale, factory environment, whether to sponsor public welfare undertakings, etc. The TV factory constitutes the auxiliary image of the enterprise. Corporate image consists of leading image and auxiliary image, and it is the leading image that determines the nature of corporate image; The auxiliary image has an influence on the dominant image, which can be transformed with the dominant image under certain conditions.
3. Corporate image subsystem
Although the composition of corporate image is very complicated, we can divide them into three levels, namely, concept image, behavior image and visual image.
(l) Corporate image-a corporate image subsystem composed of corporate philosophy, purpose, spirit, development goals, business strategy, morality, ethos and other spiritual factors.
(2) Corporate behavior image-a corporate image subsystem composed of factors such as employee quality, enterprise system and code of conduct, which is displayed by corporate organizations and their members in internal and external production management and non-production business activities. Internal behaviors include employee recruitment, training, management, assessment, rewards and punishments, formulation and implementation of various management systems and responsibility systems, corporate customs and habits, etc. External behaviors include purchasing, sales, advertising, finance, public welfare and other public relations activities.
(3) corporate visual image-a corporate image subsystem consisting of basic and application logos, product appearance packaging, factory appearance, machinery and equipment, etc. Among them, the basic logo refers to the enterprise name, logo, trademark, standard text and standard color, and the application logo refers to symbolic patterns, flags, clothing, slogans, signboards, mascots, etc. The factory appearance refers to the natural environment, shops, windows, offices, workshops and their design and layout.
In the three subsystems of corporate image, the concept image is the deepest and most important part, which determines the behavior image and visual image; Visual image is the most external and easily expressed part, and it and behavior image are the carrier and externalization of conceptual image; Behavior image is between the two, which is the extension and carrier of conceptual image and the condition and foundation of visual image. If the corporate image is compared to a person, the conceptual image is like his mind, the behavioral image is his limbs, and the visual image is his face and figure.